We are proud to be a partner of the NCAA, an organization that offers thousands of college student-athletes the opportunity to learn and demonstrate valuable leadership skills. The promotion of educational leadership, team participation and the pursuit of excellence are important values for these student-athletes to carry forth in both their personal and professional lives."

Ken I. Chenault, president and CEO
American Express Company

"As the NCAA's first corporate partner in 1984, Gillette has developed successful revenue-generating promotions throughout the last 17 years. The NCAA's broad array of men's and women's championships benefit Gillette by connecting our portfolio of brands with our customers and our consumers throughout the year, and across the country."

Tom Manchester,
manager, sports and events marketing
Gillette

"The idea of corporations giving back to schools is not new. But being able to support collegiate athletics and build brand franchises at the same time is a marketing version of having your cake and eating it, too."

Scott Becher, president
Sports Sponsorships, Inc.
(primary agency for Gillette and Hershey's)

"Our partnership with the NCAA gives us a terrific marketing platform for Mountain Dew and Aquafina. March Madness and Mountain Dew go hand-in-hand because the passion and intensity that students show for their teams reflects the way Mountain Dew consumers feel about the brand. No other event connects with fans like March Madness -- it's like a full month of Super Bowls.

"But there's so much more to the NCAA than March Madness and the Final Fours. There are 80 other championships each year that allow us to connect with millions of students and fans and showcase Aquafina in a functional way on the sidelines. We can leverage championship events such as the Men's and Women's Frozen Fours, the Men's and Women's College World Series, and the men's and women's lacrosse and soccer championships for awareness and retail promotions. We also have established conference sponsorships with the Atlantic Coast, Southern and Metro Atlantic Athletic Conferences to activate our brands at the local level."

Katie Lacey, director of sports marketing
Pepsi-Cola North America

"Sears' sponsorship of the NCAA represents our commitment to intercollegiate athletics and enables us to connect with our customers on both a national and local level with colleges and universities across the country. Sears has a long history of sponsoring collegiate sports and this relationship enables us to celebrate achievement equally across all collegiate sports, school size and gender. Since its inception in 1993, the Sears Collegiate Champions program has awarded more than 12,000 trophies and more than $1.5 million in academic scholarships to NCAA institutions."

John Lebbad,
director of event marketing and sales promotion
Sears

"Phoenix's approach to branding and name recognition includes an integrated advertising and sponsorship program targeting the affluent, high net-worth and their advisors. Our NCAA corporate partner relationship plays a key role. Through the four-year relationship, we have secured broad national exposure, an exclusive brand association and an excellent venue to build and strengthen business relationships."

Jody Beresin, second vice-president
Phoenix Home Life Mutual Insurance Company

"Holiday Inn guests work hard and play hard. Our NCAA relationship helps create opportunities for our busy travelers to enjoy leisure opportunities. It's a win-win-win situation -- the NCAA, the Holiday Inn brand and our guests all benefit."

Dan Sweiger, director of marketing
Holiday Inn Hotels and Resorts