Ever wondered who’s bankrolling those epic NCAA championship moments? Beyond the roar of the crowd and the thrill of victory, a complex network of corporate giants fuels the NCAA machine. From the shoes on the athletes’ feet to the screens broadcasting the games, big brands are deeply intertwined with the fabric of college sports.
The NCAA Corporate Champions and Partners Program
The NCAA Corporate Champions and Partners Program was first introduced in 1984, with a commitment to excellence and a focus on developing marketing and promotional activities surrounding NCAA championships. Since its inception, the program has grown to include some of America’s top corporations, all of which emphasize the role of athletics and academics in our society by supporting NCAA youth programs, student-athlete awards and honors, and scholarship initiatives.
In 2002-03, the program was restructured to consist of two specific tiers of marketing and promotional rights – Corporate Champions and Corporate Partners. This restructure allowed for more targeted support and engagement with NCAA championships and student-athletes.
History and Structure of the Program
The NCAA Corporate Champions and Partners Program has a rich history, dating back to 1984. Since its introduction, the program has grown and evolved to meet the changing needs of the NCAA and its student-athletes. Today, the program is comprised of two tiers: Corporate Champions and Corporate Partners. These tiers provide a framework for corporate partners to engage with the NCAA and support its championships and student-athletes.
The program’s structure is designed to provide a range of benefits and opportunities for corporate partners, including category exclusivity, use of NCAA logos and marks, and access to NCAA championship tickets. In return, corporate partners provide financial support, personnel, and expertise to benefit intercollegiate athletics.
Benefits and Exclusivities for Corporate Champions and Partners
Corporate Champions and Partners receive a range of benefits and exclusivities, including category exclusivity, use of NCAA logos and marks, and access to NCAA championship tickets. These benefits provide corporate partners with a unique platform to engage with the NCAA and its student-athletes, while also promoting their brand and products.
In addition to these benefits, Corporate Champions and Partners also receive access to NCAA championship events, including the NCAA Men’s Final Four and the NCAA Women’s Final Four. These events provide a unique opportunity for corporate partners to engage with NCAA student-athletes and fans, while also promoting their brand and products.
Supporting NCAA Championships and Student-Athletes
The NCAA Corporate Champions and Partners Program is dedicated to supporting all 90 NCAA Championships, as well as the over 460,000 NCAA student-athletes who participate in these championships each year. Through the program, corporate partners provide a direct, positive impact on the academic and developmental opportunities afforded to NCAA student-athletes.
In addition to supporting NCAA championships and student-athletes, the program also supports NCAA youth clinics and fan interactive experiences. These initiatives provide a unique opportunity for corporate partners to engage with NCAA student-athletes and fans, while also promoting their brand and products.
Media Rights and Partnerships
TNT Sports and CBS Sports have the exclusive rights to license NCAA marks, tickets, and taglines in commercial promotions with respect to the NCAA championships. They also hold certain exclusive media rights in the Division I Men’s Basketball Championship.
TNT Sports and CBS Sports will negotiate the NCAA’s corporate champion and corporate partner agreements. If you are interested in becoming an NCAA corporate champion, corporate partner, or other NCAA marketing rights sublicensee, please contact Chip Johnson at TNT Sports at 332-228-9966 or Chip.Johnson@wbd.com or Devron Edwards at CBS Sports at 212-888-3080 or dhedwards@cbs.com.
TNT Sports and CBS Sports can also provide information about advertising opportunities on the NCAA’s digital platforms, such as NCAA.com. Other questions about the NCAA Corporate Champion and Corporate Partner Program can be directed to Tiffany Martin at the NCAA, at 317-917-6823 or tmartin@ncaa.org.
TNT Sports and CBS Sports: Exclusive Media Rights Holders
In 2016, the NCAA announced an eight-year extension of its multimedia rights agreement with CBS Sports and TNT Sports. The new contract extends the agreement through 2032 and ensures that TNT Sports and CBS Sports will continue to manage and collaborate on the NCAA’s corporate marketing program.
Through this agreement, TNT Sports and CBS Sports will continue to manage March Madness Live and NCAA.com, along with major events surrounding NCAA championships, including the NCAA March Madness Fan Fest and Music Festival.
The Eight-Year Extension: A New Era of Collaboration
In 2016, the NCAA announced an eight-year extension of its multimedia rights agreement with CBS Sports and TNT Sports, a deal that extends through 2032. This partnership marks a new era of collaboration between the NCAA and its corporate champions and partners, solidifying the organization’s commitment to excellence in intercollegiate athletics.
This agreement not only guarantees the continuation of the NCAA’s corporate marketing program but also enables TNT Sports and CBS Sports to manage and collaborate on the program, further enhancing the NCAA’s corporate champions and partners’ experience.
TNT Sports, in particular, plays a significant role in managing March Madness Live and NCAA.com, as well as major events surrounding NCAA championships, such as the NCAA March Madness Fan Fest and Music Festival. This partnership has been instrumental in providing a platform for the NCAA’s corporate champions and partners to reach a wider audience and make a positive impact on NCAA youth programs and scholarships.
Corporate Champions and Partners in Action
Customized Activities and Enhancements for NCAA Championship Experiences
The NCAA’s corporate champions and partners have been instrumental in providing customized activities and enhancements to make NCAA championship experiences a safe and unforgettable experience for student-athletes, administrators, and fans.
These corporations have generously provided donations and operational support to ensure that NCAA championships are executed flawlessly, providing student-athletes with an unparalleled experience that combines athletic competition with academic and personal development.
The NCAA’s corporate champions and partners have also supported NCAA youth clinics and fan interactive experiences, further emphasizing the role of athletics in higher education and promoting the NCAA’s mission to provide opportunities for student-athletes to excel in their respective sports.
Generous Donations and Operational Support for Student-Athletes and Administrators
The NCAA’s corporate champions and partners have demonstrated their commitment to the NCAA’s mission by providing generous donations and operational support to student-athletes and administrators.
These donations have enabled the NCAA to provide resources and opportunities for student-athletes to develop their skills and pursue their academic and athletic goals.
The NCAA’s corporate champions and partners have also provided operational support to administrators, enabling them to focus on delivering high-quality championship experiences that showcase the best of intercollegiate athletics.
Making a Positive Impact on NCAA Youth Programs and Scholarships
The NCAA’s corporate champions and partners have made a significant impact on NCAA youth programs and scholarships, providing critical support to initiatives that promote academic and athletic excellence among student-athletes.
These corporations have demonstrated their commitment to the NCAA’s mission by providing resources and opportunities that enable student-athletes to pursue their academic and athletic goals, both on and off the field.
The NCAA’s corporate champions and partners have also supported NCAA youth clinics and fan interactive experiences, promoting the NCAA’s mission to provide opportunities for student-athletes to excel in their respective sports.
Getting Involved: Becoming an NCAA Corporate Champion or Partner
Contact Information for TNT Sports and CBS Sports
If you are interested in becoming an NCAA corporate champion or partner, please contact Chip Johnson at TNT Sports at 332-228-9966 or Chip.Johnson@wbd.com or Devron Edwards at CBS Sports at 212-888-3080 or dhedwards@cbs.com.
TNT Sports and CBS Sports can provide information about advertising opportunities on the NCAA’s digital platforms, such as NCAA.com.
Advertising Opportunities on NCAA Digital Platforms
The NCAA’s digital platforms, including NCAA.com, offer a range of advertising opportunities for corporations looking to reach a targeted audience of student-athletes, administrators, and fans.
By partnering with the NCAA, corporations can tap into a vast and engaged audience, promoting their brand and products to a demographic that is passionate about intercollegiate athletics.
The NCAA’s digital platforms provide a unique opportunity for corporations to reach a targeted audience and make a positive impact on NCAA youth programs and scholarships.
Questions and Inquiries about the Corporate Champions and Partners Program
If you have questions or inquiries about the NCAA Corporate Champions and Partners Program, please contact Tiffany Martin at the NCAA at 317-917-6823 or tmartin@ncaa.org.
The NCAA is committed to providing its corporate champions and partners with a unique and rewarding experience, and we look forward to working with you to promote excellence in intercollegiate athletics.
Conclusion
As we conclude our exploration of the NCAA Corporate Champions and Partners, it’s clear that the organization’s partnerships with top brands have a profound impact on the collegiate sports landscape. By forming alliances with industry leaders, the NCAA has been able to amplify its reach, increase revenue, and enhance the overall fan experience. Key takeaways from our analysis include the notable partnerships with major brands such as Coca-Cola, Capital One, and AT&T, which have become an integral part of the NCAA’s identity.
The significance of these partnerships cannot be overstated, as they not only bring in significant revenue but also contribute to the growth and development of college athletics. The implications of these partnerships are far-reaching, with the potential to shape the future of collegiate sports and influence the way fans engage with the NCAA. As the landscape of college athletics continues to evolve, it’s likely that we’ll see even more innovative partnerships and collaborations that will further transform the industry.
As the NCAA looks to the future, one thing is certain: the partnerships that have defined the organization’s success will only continue to shape the trajectory of collegiate sports. With the ever-changing landscape of sports marketing and technology, it’s an exciting time to be a fan of college athletics. As the NCAA continues to push the boundaries of what’s possible, one thing remains clear: the future of college sports is bright, and it’s being fueled by the innovative partnerships that are redefining the industry. The question now is, what’s next?
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