CBS Sports and the NCAA have announced that Kraft Foods Inc. has agreed to a three-year NCAA corporate partnership.

The agreement includes promotional and marketing rights for all NCAA men's and women's championships, with special emphasis on men's and women's basketball. The marketing initiative features an advertising package on CBS Sports.

"Kraft's partnership with the NCAA and CBS is a winning combination that matches our leading brands with the NCAA's premier college sporting events," said Eric Leininger, Kraft's senior vice-president of marketing services. "This further strengthens Kraft's relationship with the NCAA and builds our strategic marketing alliance with CBS/Viacom."

Chris Simko, senior vice-president of CBS sports sales and marketing, said "This partnership clearly illustrates the myriad of benefits of our new agreement with the NCAA."

Financial terms of the partnership were not disclosed.

Kraft has been an NCAA corporate partner since 1999.

Kraft Foods markets many food brands, including Kraft cheese, Nabisco cookies and crackers, Philadelphia cream cheese, Oscar Mayer meats and Post cereals in more than 150 countries.