SBD/2/Sponsorships Advertising Marketing

THE BENEFIT OF AMERICA'S CUP TO CADILLAC AND CHEVROLET

     In Atlanta, Linda Sharp examines Cadillac's and Chevrolet's
sponsorship of America's Cup yachts.  Cadillac "feels yachting
and its cars are a perfect match."  Cadillac GM John
Grettenberger:  "Yachting appeals to an upscale audience, it
mirrors Cadillac's target demographics.  It gives us the
opportunity to cater to loyal customers but also to entice first-
time buyers."  Besides financial support to Team Dennis Conner,
Cadillac works closely with the Conner team in the development of
carbon fiber and Kevlar composites used in the hull and sails of
the racing yachts.  Chevrolet is sponsoring America3, the all-
female racing team.  This is the second time the company has
delved into the America's Cup, it was a minor sponsor of Bill
Koch's winning entry in '91.  Chevy sees yachting as a way to
increase "brand awareness in both the luxury and sport vehicle
segments."  And with America3, they can "express commitment to
the female market by supporting one of the best opportunities
women have had in sport to compete on a level playing field"
(ATLANTA CONSTITUTION, 2/1).
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