LG Electronics Back As NCAA Partner With Exclusive Championship Streaming Channel
Wednesday, November 10, 2021 at 03:44PM By Barry Janoff
November 10, 2021: LG Electronics USA today unveiled a three-year deal with the NCAA, Turner Sports and CBS Sports to return as an official partner of the NCAA.
The alliance is anchored by category exclusive marketing and distribution rights for up to 50 NCAA Fall, Winter and Spring Championships, both live and on-demand, on the NCAA Championships Channel, part of LG's exclusive streaming service, LG Channels.
LG Electronics said its support of NCAA Championships would include “multiple initiatives to inspire both fans and student athletes, including the launch of the NCAA Championships Channel, a new smart TV streaming channel for NCAA championships available exclusively on LG Smart TVs.”
The NCAA Championships Channel launches this month, airing highlights and games from previous college championships.
LG Electronics USA had been a NCAA partner from 2009-2017.
Financial terms of the deal were not disclosed.
“The NCAA is an organization that catapults some of sports' top talent to higher levels and LG will put a spotlight on the wide breadth of NCAA student-athletes who strive for excellence in many of the sports categories and divisions through the enhanced access to NCAA championships coverage,” Peggy Ang, LG Electronics USA svp-marketing, said via the company.
“Working with the NCAA, CBS Sports, and Turner Sports, LG will offer a new platform that celebrates these accomplished athletes while simultaneously empowering their development and success with LG technologies."
The Fall 2021 NCAA championship games will be available on-demand starting mid-November, with live-streams expected to be available starting for the Winter season in the first quarter of 2022.
LG, the NCAA, Turner Sports, and CBS Sports said they would work closely together on integrated marketing activities to celebrate the partnership.
LG Channels features more than 350 free ad-supported channels in the U.S.
The exclusive NCAA channel on LG Smart TVs will also offer a "unique series featuring behind-the-scenes content from student athletes and their schools in addition to recaps of NCAA championships throughout the year."
"We're thrilled to welcome LG to the NCAA Corporate Partner family as it brings a platform that will put more of a spotlight on outstanding student-athlete accomplishments with its SmartTV channels," Dan Gavitt, NCAA svp-basketball, said via the organization.
“NCAA student-athletes are high achievers in the classroom and in competition. LG is providing a special opportunity for athletes to be seen and to have a voice around their championships. We thank LG for providing this unique platform where student-athletes can talk about their overall experiences and their competitive achievements."
According to Ang, “Working with the NCAA, CBS Sports and Turner Sports, LG will offer a new platform that celebrates these accomplished athletes while simultaneously empowering their development and success with LG technologies."
NCAA corporate partners also include AT&T, Capital One, Coca-Cola, Aflac, Buffalo Wild Wings, Buick, Geico, Great Clips, Invesco, Marriott Bonvoy, Nabisco, Nissan, Pizza Hut, Reese’s, Uber Eats, Unilever and Wendy’s.
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