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UPS Ups NCAA Status To Corporate Partner To Deliver More Goods

March 16, 2010: Package delivery giant UPS said it has signed a deal to expand its alliance with CBS Sports to become an official "Corporate Partner" of the NCAA.

Financial terms of the  four-year pact, which begins with the 2010 NCAA Division I Men’s Basketball championship, were not disclosed.

UPS joins Kraft as the second company this month to become an NCAA corporate partner; Capital One this month also expanded its alliance with CBS Sports to become an NCAA "Corporate Champion," alongside Coca-Cola and AT&T. Other corporate partners are  Enterprise, The Hartford, Hershey’s, Planters, LG, Lowe’s and State Farm.

UPS said that NCAA men’s basketball has been a "cornerstone of [its] sports marketing media efforts since 2001," anchored by TV ads during the regular season, conference tournaments and NCAA Tournament games. Since 2006, UPS has supported TV via a series of digital properties and in 2008 began advertising in “NCAA March Madness on Demand” on NCAA.com.

As the "official logistics partner of the NCAA," UPS said it would gain category exclusive marketing and promotional rights along with "significant opportunities for customer and employee hospitality experiences" at all 88 NCAA national championships covering 23 sports. That includes the NCAA men’s and women's basketball Final Fours, the men’s and women’s ice hockey Frozen Fours, the men’s and women’s College World Series (baseball and softball, respectively) and the men’s and women’s lacrosse championships.

UPS’s other sponsorship programs include Nascar, the European Golf Tour and the London 2012 Olympic Games.

“UPS’s partnership with the NCAA will complement our other sponsorship platforms and provide another exciting vehicle to promote our global logistics expertise, cultivate customer relationships and recognize the efforts of our dedicated employees,” Ron Rogowski, UPS’s director of global sponsorships, said in a statement. “Becoming an official corporate partner with the NCAA will provide UPS with access to an exceptionally large and devoted fan base, which includes many of our customers and employees.”

According to Greg Shaheen, NCAA svp-basketball and business strategies, “UPS and the NCAA share a commitment to the highest standards, quality performance and exemplary leadership. Such traits help more than 400,000 NCAA student-athletes in the classroom and on the field, and UPS across neighborhoods and businesses around the world."

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