Time Warner Cable has struck a multi-year sponsorship deal with the University of Kentucky’s athletic program centered around the men’s basketball and football teams.

With the agreement, Time Warner Cable serves as the official sponsor of University of Kentucky athletics across its core video, high speed data, Wi-Fi and home phone products and services, including in-game presence with courtside signage as well as video and LED Ribbon Board.

Time Warner Cable customers in Kentucky will have a chance to enjoy customer appreciation experiences such as the opportunity to attend football coach Mark Stoops’ or basketball coach John Calipari’s call-in shows, special Time Warner Cable VIP events at the stadium, and other events.

“We’re excited to partner with one of the most respected and sought after college athletic programs in the country. Our partnership comes at the heels of the Wildcats 2012 National Championship and it is sure to bring our customers in Kentucky unique opportunities to stay close to the teams and enjoy the action on the field and on the court,” said Jeffrey Hirsch, executive vice president, chief marketing officer, residential services of Time Warner Cable. “The University of Kentucky’s athletic program is well positioned to deliver exciting moments for our college sports fans.”

IMG College, the multi-media rights partner of University of Kentucky, brokered the sponsorship, including the use of the school’s intellectual property. CAA Sports Consulting advised Time Warner Cable on the deal.

The partnership will encompass promotional efforts across all media platforms including radio spots during each football and basketball game broadcast and TV spots during select basketball game broadcasts; print ads in the football and men’s basketball yearbook and playbook; and digital presence on the University of Kentucky Athletics website.

Last year Time Warner Cable struck a marketing deal with The Madison Square Garden Co. (MSG).