The NCAA and CBS Sports have added the Hartford Financial Services Group, Inc., as an NCAA corporate partner.

The Hartford joins NCAA corporate champions Cingular Wireless, Coca Cola and General Motors, and corporate partners Kraft and Monster. The partnership takes effect immediately and encompasses a range of joint marketing efforts. Terms of the contract were not disclosed.

"We're proud to partner with CBS Sports to support the NCAA, one of the nation's oldest, largest and most respected athletics organizations, whose student-athletes embody the talent, team work and commitment to excellence that is shared by everyone at The Hartford," said Ann B. Glover, The Hartford's senior vice-president and chief marketing officer. "Our ads will send a powerful message that a family's future can be made more secure through sound financial planning, the counsel of a trusted advisor, and mutual funds from The Hartford."

The Hartford will launch its NCAA partnership activities beginning March 1 with a full schedule of television, cable and print advertising to capitalize on the excitement of the Division I Men's Basketball Championship. Throughout "NCAA March Madness," The Hartford's advertising will be prominent on CBS during every round, including the Men's Final Four and the championship game on April 5. Under the terms of the partnership, The Hartford gains advertising, marketing, promotional and licensing rights at all NCAA national championships.

"The Hartford is an outstanding addition to the NCAA corporate-partner program, and we look forward to a partnership that will surely accentuate the positives of intercollegiate sports," said Tom Jernstedt, NCAA executive vice-president. "The addition of The Hartford as a partner again shows the commitment of the NCAA and CBS to align with industry leaders that believe in the values and mission of the Association."

"CBS Sports is pleased to welcome The Hartford as the newest member of the NCAA corporate-partner team," said Sean McManus, president of CBS Sports. "They are a proven winner in the financial services industry, and a perfect fit to take advantage of the tremendous value of a comprehensive and integrated arrangement with CBS and the NCAA."

The Hartford is one of the nation's largest investment and insurance companies, with 2003 revenues of $18.7 billion. The company is a leading provider of investment products, life insurance and group benefits, automobile and homeowners products, and business property-casualty insurance.