A large financial services company has renegotiated a college sports marketing alliance.

Hartford Financial Services Group Inc., Hartford, says it has extended a corporate sponsorship arrangement with the National College Athletic Association, Indianapolis, and CBS Sports, a unit of Viacom Inc., New York, for 5 years.

Hartford first formed the relationship with the NCAA and CBS in 2004.

Hartford will continue to advertise prominently on telecasts of the NCAA Division I Men’s Basketball Championship games on CBS.

Hartford also will have advertising, marketing, promotional and licensing rights at a total of 88 NCAA national championships in 23 sports, including women’s basketball, baseball, ice hockey, and golf.

Hartford also will continue the Playbook for Life program, which provides personal financial education for student athletes.