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Burger King Corp. has entered a three-year partnership with CBS Sports and Turner Broadcasting System Inc. Through this partnership, the Burger King has been named "The Official Quick Service Restaurant Partner of the NCAA."
As an official partner of the NCAA, Burger King's year-round marketing program will feature sponsorships of all 89 college sports championships, including the NCAA Men's Final Four.
"By partnering with the NCAA, we will join in the brand's commitment to education and college athletics creating a national and local marketing platform that truly connects our two iconic brands with the fans that love them," said Eric Hirschhorn, chief marketing officer, North America, Burger King Worldwide. "The goal is to embed the Burger King brand in the fan excitement surrounding NCAA March Madness championship and the other 89 NCAA championships."
The corporate partnership includes media, merchandising and on-site event opportunities, and allows the brand the ability to utilize all NCAA trademarks and logos, according to a news release. The partnership will kick off this fall with local franchisees gearing up to activate programs across the nation.
"Burger King is one of the most recognized national and global quick-service restaurant brands in the foodservice industry, and we're excited they've decided to join our Corporate Champion and Partner family in support of NCAA student-athletes and NCAA championships," said Keith Martin, managing director of NCAA championships and alliances.
Burger King will have a customized, national TV campaign surrounding the NCAA Men's Basketball Tournament airing on TNT, TBS, truTV and CBS as well as a comprehensive digital campaign on March Madness Live, NCAA.com, Bleacher Report and CBSSports.com.
As part of the 14-year multi-media agreement with the NCAA, CBS and Turner Sports are licensed and collaborate on the NCAA corporate marketing program.
This deal was brokered by Starcom USA, Burger King restaurants' media buying and planning agency.
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