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SBD/28/Sponsorships Advertising Marketing
CHEVROLET TO INCREASE AMERICA3 SAILING SPONSORSHIP
Published October 28, 1994
Chevrolet Motor Division is increasing its investment in the America3 Foundaton by becoming the presenting sponsor of the all- female sailing team in its pursuit to defend the America's Cup in '95. Chevrolet is already the automotive sponsor of America3, but has now included the placement of the Genuine Chevrolet logo on all crew members' uniforms. Chevrolet is also the only sponsor allowed to fly their logo on the spinnaker. America3 will receive additional vehicles from Chevrolet. Steve McAvoy, manager of Chevrolet passenger car marketing: "By having a constant presence, Chevrolet is fully able to leverage its sponsorship." Bill Koch, CEO of the America3 Foundation: "Despite new rules designed to limit costs for sailing syndicates, the cost to compete in America's Cup still runs in excess of $20 million. Competing would be impossible without corporate involvement and we're excited to have Chevrolet back on the team for '95" (Chevrolet).