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LG Electronics Expands NCAA Sponsorship With 'March Madness' Promotions

Tuesday March 19th, 2013 - 2:04PM

LG Electronics USA is strengthening its alliance with the National Collegiate Athletic Association as an official NCAA Corporate Partner, gearing up a series of hoops fan activities for 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 75th celebration— from hosting tips for game-viewing gatherings, 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 vp/marketing, LG Electronics USA.

"Through our NCAA partnership 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,” said Fishler. “We're thrilled to build on our partnership with the NCAA for the 2013 tournament, particularly this year during the NCAA Tournament's 75th 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.

Highlights of LG's 2013 fan engagement include:

    • Teaming up with Blais and the National Association of Basketball Coaches (NABC) to bring back the 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.

    • Sharing "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.

    • Providing 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.