LG Expands NCAA® Corporate Partnership With Major Men's March Madness®
Consumer Electronics, Appliances and Mobile Brand Engages Fans for 2013
Basketball Tournament Activities
ENGLEWOOD CLIFFS, N.J., March 18, 2013
ENGLEWOOD CLIFFS, N.J., March 18, 2013 /PRNewswire/ -- LG Electronics USA is
strengthening its alliance with the National Collegiate Athletic Association
(NCAA) as an official NCAA Corporate Partner, gearing up to take over Atlanta
through a series of immersive activities and initiatives for hoops fans at the
2013 NCAA Men's Final Four^®, April 6-8.
LG is inviting fans to "Do March Right™" all month long during the
tournament's 75^th celebration -- from hosting tips for the ultimate
game-viewing gathering, to testing historical sports knowledge with trivia
from 75 years of the Big Dance^®, to calling for the best game-time recipes --
all for a chance to win a trip to the Final Four.
Integrated marketing programs from LG's major product categories in the United
States-- Home Entertainment, Home Appliances and Mobile Communications -- will
include promotional activities, retailer tie-ins, print, broadcast and online
advertising and on-site events, including a one-on-one LG Coaches' Cook-Off™
hosted by celebrity chef Richard Blais and a dynamic Harlem Globetrotters
experience at the Final Four.
"Just as LG is passionate about technology, college basketball fans are
passionate about their schools and teams. So joining forces with the NCAA is
a natural fit for LG, combining fans' love of the game with their love of the
ultimate game day experience," said James Fishler, senior vice president,
marketing, LG Electronics USA.
"Through our NCAA partnership," Fishler added, "LG is able to show how our
innovative technologies and designs can help fans experience all the
excitement and action of the NCAA tournament right in their own home, even if
they can't be courtside in Atlanta during Final Four weekend. We're thrilled
to build on our partnership with the NCAA for the 2013 tournament,
particularly this year during the NCAA Tournament's 75^th celebration."
CBS Sports analyst and former NCAA champion Greg Anthony will be returning
this year as the face of LG's Do March Right national advertising and
marketing campaign, encouraging fans to join the debate online about game day
food at LG.com/NCAA.
Highlights of LG's 2013 fan engagement include:
oTeaming up with Blais and the National Association of Basketball Coaches
(NABC) to bring back the popular LG Coaches' Cook-Off™ competition, where
two NCAA coaches will face off for charity in a side-by-side culinary
showdown at the LG Kitchen in Atlanta;
oSharing "Top Chef All-Stars" winner Blais's favorite game-day cooking tips
and inviting fans to submit and vote on their own recipes in a "Do March
Right Tip Off" Facebook contest, for a chance to win a trip for two to
Atlanta for the Final Four;
oProviding fans with opportunities to interact with the latest LG
appliances, home electronics and mobile devices in the LG Fan House at
Bracket Town in the Georgia World Congress Center, while engaging fans
through live video chats with renowned coaches and opportunities to test
their basketball intelligence with NCAA trivia.
The 2013 Men's Final Four marks LG's fourth as an official NCAA Corporate
Partner. In 2012, LG extended its original three-year alliance with the NCAA
through a new, multi-year agreement running through August 2015. Under its new
agreement, negotiated with CBS Sports and Turner Sports, LG will continue as
an official NCAA Corporate Partner and have exclusive category marketing and
promotional rights related to all 89 NCAA championship events across 23
different sports, including the NCAA Division I Men's Basketball Championship
and NCAA Football Championships.
"LG will have a greater presence this year at the Men's Final Four in Atlanta,
which is an indication of its growing support of NCAA student-athletes and our
Association," said Keith Martin, managing director of championships and
alliances. "Fans will get several opportunities to see the strong LG brand
and to participate in their fun and interesting activities during March
Madness and in Atlanta."
The NCAA has a multi-media agreement with both CBS and Turner Sports under
which they collaborate with the NCAA to offer the NCAA's corporate marketing
For more information, go to LG.com/NCAA.
"Do March Right" and "LG Coaches' Cook-Off" are trademarks of LG Electronics
NCAA, The Big Dance, Final Four, and March Madness are trademarks of the
National Collegiate Athletic Association.
About the NCAA
The NCAA is a membership-led nonprofit association of colleges and
universities committed to supporting academic and athletic opportunities for
more than 400,000 student-athletes at more than 1,000 member colleges and
universities. Each year, more than 54,000 student-athletes compete in NCAA
championships in Divisions I, II and III sports. Visit www.ncaa.org and
www.ncaa.com for more details about the Association, its goals and members and
corporate partnerships that help support programs for student-athletes. The
NCAA is proud to have the following elite companies as official Corporate
Champions—AT&T, Capital One and Coca-Cola—and the following elite companies as
official Corporate Partners—Allstate, Buffalo Wild Wings, Buick, Enterprise,
Infiniti, LG, Lowe's, Nabisco, Northwestern Mutual, Reese's (Hershey's),
Unilever and UPS.
About LG Electronics USA
A proud Corporate Partner of the NCAA, LG Electronics USA, Inc., based in
Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics,
Inc., a $45 billion global force and technology leader in consumer
electronics, home appliances and mobile communications. In the United States,
LG Electronics sells a range of stylish and innovative home entertainment
products, mobile phones, home appliances, commercial displays, air
conditioning systems and solar energy solutions, all under LG's "Life's Good"
marketing theme. LG Electronics is a 2013 ENERGY STAR Partner of the Year. For
more information, please visit www.lg.com.
About the National Association of Basketball Coaches
Located in Kansas City, Missouri, the NABC was founded in 1927 by Forrest
"Phog" Allen, the legendary basketball coach at the University of Kansas.
Allen, a student of James Naismith, the inventor of basketball, organized
coaches into this collective group to serve as Guardians of the Game. The
NABC currently has nearly 5,000 members consisting primarily of university and
college men's basketball coaches. All members of the NABC are expected to
uphold the core values of being a Guardian of the Game by bringing attention
to the positive aspects of the sport of basketball and the role coaches play
in the academic and athletic lives of today's student-athletes. The four core
values of being a Guardian of the Game are advocacy, leadership, service and
education. Additional information about the NABC, its programs and
membership, can be found at www.nabc.org.
SOURCE LG Electronics USA
Contact: John Taylor, LG Electronics USA, +1, 847-941-8181,
email@example.com,or Gail Dent, NCAA, +1-317-917-6117, firstname.lastname@example.org, or
Rick Leddy, NABC, +1-203-815-2437, email@example.com
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