The West Coast Conference has added Zappos.com as the official title sponsor of its men’s and women’s basketball championships through 2011-12. It is the first title sponsorship for the WCC.

Zappos is an online shoe and apparel purveyor. The sponsorship deal includes a partnership with Soles4Souls to collect shoes at each WCC campus throughout basketball season. The shoes will be distributed internationally to people in need.

The company will also donate new shoes to be delivered to at-risk youth in the Las Vegas area during the WCC women’s basketball championship final. Earlier this year, the WCC announced it will play its men’s and women’s basketball championships in Las Vegas for the next three years.