The America East Conference, the University of Hartford and Newman's Own, Inc. announced on Wednesday that Newman's Own, Inc. will serve as the title sponsor of the 2010 America East Men's and Women's Basketball Championship, slated for March 4-7, 2010 at the University of Hartford. It is the first time in conference history that the men's and women's tournaments will be combined at the same venue.

"We are proud to welcome Newman's Own to the America East team as the title sponsor of our basketball championship," said America East Commissioner Patrick Nero. "Newman's Own is the perfect partner for America East. We ask our student-athletes to be champions not only in academics and athletics, but in leadership as well. Newman's Own, with its commitment to community and philanthropy, consistently demonstrates the highest standards of true leadership."

Newman's Own, Inc., founded by Paul Newman and his friend A.E. Hotchner in 1982, is a successful and growing premium food business based in Westport, Conn. Newman's Own Foundation continues Paul Newman's commitment to donate all profits to charity. More than $280 million has been given to thousands of charities since 1982.

The championship trio of America East, University of Hartford and Newman's Own, Inc. will announce a plan later this year that will further cultivate the principles of community service, education and leadership among students from the nine conference campuses.

“I want to congratulate Pat and President Harrison for all they have done to land this event,” said Connecticut Governor M. Jodi Rell. “It’s no secret that we love our basketball here in Connecticut. What makes the America East Tournament a truly wonderful event for our state is having one of Connecticut’s own, Newman’s Own, as the title sponsor. The University of Hartford and America East have made this postseason a win-win situation for the folks who run the region’s hotels, restaurants and car rentals. This March there will be double the games, double the fun and double the economic boost.”

Newman's Own, Inc. will also add a new item to the concession menu at the Chase Arena at Reich Family Pavilion in 2010: Newman's Own Thin & Crispy Crust frozen pizza, a successful addition to the company's portfolio.

"Pizza and basketball is a natural combination and so is this terrific partnership with the University of Hartford, the America East Conference and Newman's Own," according to Mike Havard, vice president, marketing at Newman's Own, Inc. "Consistent with our mission and the shared values of the partners, we look forward to working together on community service and leadership initiatives that will support and empower students to make a difference."

Last season more than 35,000 fans attended the men's and women's basketball championships in Albany, N.Y. and West Hartford, Conn. This year's championship planners at the University of Hartford anticipate large crowds at Chase Arena.

"The Championship is our opportunity to showcase not only the America East Conference but two Connecticut treasures, the University of Hartford and Newman's Own,” said Patricia H. Meiser, director of athletics at the University of Hartford. "Inherent in our missions is to enrich the lives of others and staging the Championship in partnership with the America East is a wonderful way to reinforce that ideal. Bringing fans from eight geographic regions and six states throughout the Northeast also gives us a chance to impact the local economy and show off the best the Greater Hartford region has to offer."