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GM MAKES IT OFFICIAL: SIGNS ON AS AUTO SPONSOR OF '96 GAMES
Published March 10, 1995
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.