TV maker part­ners up with UCLA, Rose Bowl

China Daily (USA) - - ACROSS AMERICA - By LIA ZHU in San Fran­cisco li­azhu@chi­nadai­lyusa.com

Chi­nese elec­tron­ics gi­ant TCL Corp, the world’s third­largest TV man­u­fac­turer, has teamed up with UCLA Ath­let­ics and also has be­come the of­fi­cial TV of the Rose Bowl in an ef­fort to grow brand aware­ness in the US.

The com­pany, based in Huizhou, in South China’s Guang­dong province, on Tues­day an­nounced a new long-term part­ner­ship with UCLA Ath­let­ics, one of the US’ most rec­og­niz­able col­le­giate ath­letic pro­grams, to be­come an of­fi­cial spon­sor of the Bru­ins foot­ball and bas­ket­ball teams, start­ing with the 201617 sea­son.

TCL also be­comes the of­fi­cial TV of the Rose Bowl sta­dium in Pasadena, Cal­i­for­nia, a no­table sports venue that serves as the home field for the Bru­ins foot­ball team and site of col­lege foot­ball’s Rose Bowl game, known as “The Grand­daddy of Them All”, which has been played an­nu­ally since 1916. The Rose Bowl also hosted the 1994 World Cup Fi­nal soc­cer match be­tween Brazil and Italy.

As part of the agree­ment, TCL 4K Roku TVs and sig­nage will be fea­tured through­out the Rose Bowl for UCLA foot­ball games. Ad­di­tion­ally, TCL will have prom­i­nent sig­nage fea­tured in Pauley Pav­il­ion, where the Bru­ins’ bas­ket­ball team plays its home games.

“As the of­fi­cial TV part­ner of the Rose Bowl, it’s an honor to have our pre­mium tele­vi­sions fea­tured in this his­toric sta­dium known for host­ing the high­est-at­tended col­lege bowl game,” said Chris Larson, vi­cepres­i­dent of sales and mar­ket­ing at TCL North Amer­ica.

“We of­fer fans a way to watch foot­ball from any­where, from the venue to homes or tail­gates across the coun­try … ” he said.

TCL’s 4K Roku TVs pro­vide foot­ball fans with more op­tions to catch their fa­vorite teams from home with spe­cial ac­cess to sub­scrip­tion ser­vices that pro­vide out-of-mar­ket games, live and on-de­mand stream­ing through a ca­ble or satel­lite provider, as well as free chan­nels with sports high­lights and live games for those with­out ca­ble sub­scrip­tions, the com­pany said.

TCL, short for “The Cre­ative Life”, un­veiled its 4K Ul­tra HD TVs pow­ered by Roku at Jan­uary’s Con­sumer Elec­tron­ics Show in Las Vegas and launched the new TV line, in­clud­ing six mod­els in 43-inch, 50-inch, 55-inch and 65-inch screen sizes, in the US mar­ket in March.

Since the TCL Roku TV was launched in 2014, more than 1 mil­lion sets have been sold in the US, ac­cord­ing to the com­pany.

“We’re ex­cited to part­ner with a brand like TCL, both a tremen­dous growth com­pany and world-leader in its in­dus­try, and we look for­ward to the be­gin­ning of a very suc­cess­ful re­la­tion­ship,” said UCLA Se­nior As­so­ciate Ath­letic Di­rec­tor Josh Reb­holz.

TCL also has teamed up with for­mer UCLA stand-out An­thony Barr, an out­side line­backer for the Min­nesota Vik­ings of the Na­tional Foot­ball League, to spon­sor his char­ity “Raise the Barr”, which helps sin­gle mothers pur­sue higher ed­u­ca­tion.

The com­pany is giv­ing away 4K TV's each week of the 2016 foot­ball sea­son — one to a se­lected win­ner and one to Barr’s cause.

A fast-grow­ing tele­vi­sion brand in the US, TCL has been step­ping up in­vest­ments in mar­ket­ing part­ner­ships to grow its name recog­ni­tion.

Pre­vi­ous mar­ket­ing ef­forts in­clude the purchase of the nam­ing rights to the Chi­nese Theater in Hol­ly­wood, part-ner­ship with Paramount and other Hol­ly­wood prop­er­ties, co-mar­ket­ing of the film Mis-sion Im­pos­si­ble-Rogue Na­tion, and the offi cial TV spon­sor­ship of The Ellen DeGeneres Show.

“The aim is to as­so­ciate TCL with pre­mium brands to get the Amer­i­can con­sumers to un­der-stand what it rep­re­sents,” Lar-son said in an ear­lier in­ter­view.

PRO­VIDED TO CHINA DAILY

TV maker TCL has part­nered with UCLA Ath­let­ics and has be­come the of­fi­cial TV of the Rose Bowl.

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