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  • GM MAKES IT OFFICIAL: SIGNS ON AS AUTO SPONSOR OF '96 GAMES

         ACOG announced that GM would become the domestic car and
    truck sponsor of the '96 Games.  Terms were not disclosed, but
    the cost was estimated at $10M.  GM had previously negotiated an
    agreement with NBC to be the exclusive car and truck advertising
    on the network's '96 coverage for an estimated $50M.  GM can use
    the Olympic rings "in its advertising and on special editions of
    cars and trucks sold by Chevrolet, Pontiac, Buick, Oldsmobile and
    Cadillac."  GMC Truck and Saturn will not participate in the
    program.  Philip Guarascio, GM's VP/Marketing & Advertising, said
    the company "will orchestrate each division's promotions in a way
    to maximize the outreach" (Greg Gardiner, DETROIT FREE PRESS,
    3/10).  GM may be "a bit tardy entering the Olympics arena,"
    according to Bruce Horowitz of the USA TODAY.   He notes that 26
    Olympic sponsors have already begun their marketing efforts.
    Horowitz cites industry execs who say GM will pay up to $20M for
    the sponsorship rights (USA TODAY, 3/10).  Multiple reports say
    that GM will share the auto category with Mercedes-Benz, which
    will be the '96 Games' official imported car.
    

    Print | Tags: DaimlerChrysler, General Motors, NBC, Olympics
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