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Capital One Enhances College Sports Presence with Agreement to Become
NCAA(R) Official Corporate Champion

March 17, 2010 at 8:02 AM EDT
Company Joins Elite NCAA Official Corporate Marketing Program
MCLEAN, Va., Mar 17, 2010 (BUSINESS WIRE) -- 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 learn more about the various NCAA sports 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, NCAA locker room replicas with uniforms, sports gear, equipment and memorabilia that define the sport. And Capital One will sponsor the Capital One 'What's in Your Wallet' Challenge on the full-court inside of Tourney Town at the Women's Final Four.

"The addition of Capital One as our third corporate champion, along with AT&T and Coca-Cola, furthers the NCAA's mission to partner with influential industry leaders that are passionate about both supporting and creating programs that foster educational and athletics opportunities for students," said Greg Shaheen, NCAA senior vice president for basketball and business strategies. "We look forward to working with Capital One and sharing its commitment to advancing the popularity and reach of intercollegiate athletics."

"CBS Sports is proud to have a company with Capital One's brand recognition and sports marketing experience join our exclusive NCAA corporate marketing family," said Chris Simko Sr., Vice President, Sports Sales and Marketing, CBS. "Throughout the life of the partnership, we will be working closely with Capital One to develop unique and integrated activation platforms that further connect fans to their favorite college sports and NCAA championship."

The NCAA partnership, Capital One's largest sports venture to date, deepens its involvement in college sports. 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.

About Capital One

Capital One Financial Corporation (www.capitalone.com) is a financial holding company whose subsidiaries, which include Capital One, N.A. and Capital One Bank (USA), N.A., had $115.8 billion in deposits and $212.0 billion in total managed assets outstanding as of December 31, 2009. Headquartered in McLean, Virginia, Capital One offers a broad spectrum of financial products and services to consumers, small businesses and commercial clients. Capital One, N.A. has approximately 1,000 branch locations primarily in New York, New Jersey, Texas, Louisiana, Maryland, Virginia, and the District of Columbia. A Fortune 500 company, Capital One trades on the New York Stock Exchange under the symbol "COF" and is included in the S&P 100 index. Capital One's affiliation with college football began with the sponsorship of the 2001 Capital One Florida Citrus Bowl (now the Capital One Bowl) and ESPN's Bowl Week. In addition, Capital One sponsors the ABC College Football Halftime Report and numerous other college football programs.

About the NCAA

The NCAA(R) is a membership-led nonprofit association of colleges and universities committed to supporting academic and athletics opportunities for more than 400,000 student-athletes at more than 1,000 member colleges and universities. Each year, more than 54,000 student-athletes compete in NCAA Championships in Divisions I, II and III sports. Visit NCAA.org and NCAA.com for more details about the Association, its goals and members and corporate partnerships that help support programs for student-athletes. The NCAA is proud to have the following elite companies as official Corporate Champions -- AT&T, Capital One and Coca-Cola -- and the following elite companies as official Corporate Partners -- Enterprise, The Hartford, Hershey's, LG, Lowe's, Planters and State Farm.

NCAA, Final Four, Bracket Town and March Madness are licensed by or trademarks of the National Collegiate Athletic Association.

SOURCE: Capital One Financial Corporation

Capital One
Pam Girardo, 703-720-2351
pam.girardo@capitalone.com
or
CBS Sports
Jen Sabatelle, 317-917-6117
jsabatelle@cbs.com
or
NCAA
Gail Dent, 212-975-4120
gdent@ncaa.org