Sep 23, 2009 at 06:00 PM
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LG Electronics Taps NCAA Official Partnership

The NCAA and CBS Sports today announced that LG Electronics USA has signed on to become an Official NCAA Corporate Partner. Through this multi-year partnership, LG Electronics will have exclusive category marketing and promotional rights related to all 88 NCAA championship events across 23 different sports, including the NCAA Division I Men's Basketball Championship and NCAA Football Championships.

"LG is proud to become an Official NCAA Corporate Partner," said John Weinstock, vice president, marketing, LG Electronics USA. "Similar to the NCAA's talented coaches and student-athletes across nearly two dozen sports, LG aims to deliver 'something better' for consumers in home entertainment products, home appliances and mobile phones. Through this alliance, we will unite all three major product categories to help build a common feel for the brand, while capturing the essence of LG's famous 'Life's Good' slogan."

Together with the NCAA and CBS Sports, all LG Electronics consumer products divisions will leverage this relationship through integrated marketing programs, promotional activities, retailer tie-ins and print, broadcast and online advertising. This will help strengthen consumers' emotional ties with the LG brand across the company's major product categories in the United States - Home Appliances, Home Electronics and Mobile Phones.

The multi-faceted LG campaign, aimed at connecting with the NCAA's extensive network of collegiate sports fans across the country, will build upon LG Electronics USA's "Something Better" integrated media campaign and will help bring the LG brand to life in the minds of LG's target consumers. The partnership provides LG with the opportunity to speak to about 1,000 member schools, more than 400,000 NCAA student-athletes annually and more than 100 million passionate collegiate fans and alumni across 50 states, to show how LG's stylish design and smart technology can enhance their lives.

"We are thrilled that LG has decided to join the NCAA Corporate Partner family," said Greg Shaheen, NCAA senior vice president of basketball and business strategies. "Our primary goal is high standards in academics and athletics, which is compatible with LG's leadership in business principles and products that deliver 'something better' for consumers."