Burger King Worldwide, Inc. (NYSE:BKW) announced today that Burger King Corp. has entered a three-year partnership with CBS Sports and Turner Broadcasting System, Inc. Through this partnership, the Burger King brand becomes the official quick service restaurant partner of the NCAA brand. As an Official Corporate Partner of the NCAA, the Burger King brand will join forces to connect with fans through a year-round marketing program with 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. “We are inspiringly passionate about great food and quality service. The goal is to embed the Burger King brand in the fan excitement surrounding NCAA March Madness championship and the other 89 NCAA championships.”
“Burger King is one of the most recognized national and global quick service restaurant brands in the food service 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.
“Top brands continue to partner with the NCAA, Turner Sports and CBS Sports for exclusive access to 89 NCAA championships, which includes the Final Four,” Martin continued. “We look forward to Burger King brand’s participation in our corporate partner family and its commitment to education and college athletics.”
The corporate partnership includes media, merchandising and on-site event opportunities, and allows the Burger King brand the ability to utilize all NCAA trademarks and logos. The partnership will kick off this fall with local franchisees gearing up to activate programs across the nation. This deal was brokered by Starcom USA, Burger King restaurants media buying and planning agency.
“Burger King brand is a perfect fit for the NCAA, reaching millions of Burger King guests each day who share a passion for food and collegiate athletics across 23 sports, 89 championships and over 800 sites around the country each year,” said Will Funk, senior vice president of NCAA partnerships and branded programming within Turner Sports Ad Sales. “We couldn’t be more excited to have them join our roster of outstanding brands and look forward to building a unique activation plan that resonates with fans nationwide.”
“Burger King brand’s extensive franchisee network and guest base is clearly passionate about great food and quality service, just as fans of intercollegiate athletics are deeply connected to and engaged with the schools they support,” said Chris Simko, senior vice president, CBS Sports Sales and Marketing. “We are excited to launch this partnership between Burger King, the NCAA, CBS and Turner, providing more frequent NCAA championship interaction for these audiences across more touch points than ever before.”
Burger King brand 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.