LG Electronics has extended its partnership with the NCAA through August 2015, giving the company official category marketing and promotional rights for all 89 NCAA championship events across 23 different sports, including the lucrative basketball and football championships.
Working with media partners Turner Sports and CBS Sport, LG will leverage its relationship with the college sports group through integrated marketing programs, promotional activities, retailer tie-ins, and advertising campaigns. The programs will cover all the categories in which LG has a presence, including home entertainment, home appliances and mobile phones.
“LG is proud to build on our role as an Official NCAA Corporate Partner,” said James Fishler, senior vice president, marketing and go-to-market operations, LG Electronics USA, in a statement. “Similar to the NCAA's talented student-athletes and coaches across nearly two dozen college sports, LG focuses on excellence in electronics, appliances and mobile. Through this alliance, we unite all three major product categories to build a common feel for the brand, capturing the essence of LG's famous ‘Life's Good’ slogan.”
LG has been an NCAA partner for the past three years.