Capital One Enhances College Sports Presence
with Agreement to Become NCAA® Official
Corporate Champion
Company Joins Elite NCAA Official Corporate Marketing Program
March 17, 2010 08:03 AM Eastern Daylight Time
MCLEAN, Va.--(EON: Enhanced Online News)--Capital One Financial Corp today announced that it has reached
an agreement with CBS Sports to become an NCAA Official Corporate Champion, the highest partnership
marketing level offered by the NCAA. The multi-year agreement includes exclusive credit card and retail banking
category marketing and promotional rights around the NCAA’s 88 Divisions I, II and III men’s and women’s
championship events throughout the year.
“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.”
Capital One will bring its NCAA corporate partnership to life this month during NCAA Division I men’s basketball
championship telecasts on CBS Sports with the launch of a humorous NCAA-basketball themed online viral video
campaign called “The Ivan Brothers – Big Men on Campus.” The campaign, which is supported by online
vignettes, chronicles the mythical recruitment of two raw, but extremely talented brothers from a far-off medieval
European country. The spots feature CBS Sports NCAA basketball studio analyst Seth Davis and special cameo
appearances from some of the game’s most visible head coaches, including Jim Boeheim, Tom Izzo and Tubby
Smith.
The company also will present 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. This interactive area offers fans the chance to
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