Mar 17, 2010 1:46:08 PM

The NCAA has added Capital One Financial Corp and UPS to its groups of corporate champions and partners.

Capital One became the Association's third corporate champion (along with Coca-Cola and AT&T), signing a multiyear agreement that includes exclusive credit card and retail banking marketing and promotional rights around the NCAA's 88 championships.

UPS joined at the corporate-partner level, signing a four-year agreement to gain exclusive marketing and promotional rights along with opportunities for customer and employee hospitality experiences at NCAA championships.

Capital One's involvement includes sponsorship of the Capital One NCAA Champions Zone as part of this year's NCAA Men's Final Four onsite fan experience at the Indianapolis Convention Center. The interactive area offers fans the chance to learn more about the various NCAA championships through hands-on drills and challenges. 

Additionally, Capital One will sponsor the Capital One NCAA Hall of Champions exhibit, which will include unique visual displays that detail the history of NCAA championships, and NCAA locker room replicas with uniforms, sports gear, equipment and memorabilia that define the sport.

"Strengthening our involvement in college athletics further showcases our commitment to the fans and student-athletes who make college sports so special," said Bill McDonald, chief marketing officer at Capital One. "The popularity and passion for collegiate athletics is unparalleled and we look forward to using this integrated partnership with the NCAA and CBS Sports to help bring fans closer to the NCAA's 23 sports and the Capital One brand."

The NCAA partnership is Capital One's largest sports venture to date.  The company has been affiliated with college football since acquiring entitlement of the Capital One Bowl in 2001 and Capital One Bowl Week on ESPN.  In addition, Capital One holds an annual Mascot Challenge, which crowns a Mascot of the Year as determined by fan voting.

UPS, meanwhile, is designated as the "official logistics partner" of the NCAA.

"UPS's partnership with the NCAA will complement our other sponsorship platforms and provide another exciting vehicle to promote our global logistics expertise, cultivate customer relationships and recognize the efforts of our dedicated employees," said Ron Rogowski, UPS's director of global sponsorships. 

UPS's other sponsorship programs include NASCAR, the European Golf Tour and the London 2012 Olympic Games.

NCAA men's basketball has been a cornerstone of UPS's sports marketing media efforts since 2001, consisting primarily of TV advertising during the regular season, conference tournaments and NCAA tournament games. Since 2006, UPS has supported TV schedules with a variety of digital properties and in 2008 began advertising in "NCAA March Madness on Demand" on NCAA.com.