SBD/16/Olympics

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  • BMW, NOT MERCEDES, BECOMES IMPORT CAR SPONSOR

         BMW and ACOG announced an agreement designating BMW as an
    official international automobile sponsor of the '96 Games and of
    the USOC.  The agreement covers cars, motorcycles and mountain-
    style bicycles.  BMW sedans and coupes will be used to provide
    transportation for Olympic officials and dignitaries during the
    Games.  BMW motorcycles will be used as marshall vehicles for
    Olympic competitions and events held on public streets and roads
    in and around Atlanta.  The mountain bikes will be used primarily
    as recreational transportation by athletes in and around the
    Olympic Village.  BMW's commitment is made up of both cash and
    value-in-kind support.  Victor Doolan, BMW President/ U.S. Sales
    and Marketing:  "During the next year and a half, BMW will use
    its association with the 1996 Olympic Games in advertising and
    promotional materials at BMW dealerships.  Most importantly, BMW
    will utilize the Olympic platform to launch an all-new automobile
    in 1996.  This will be an automobile that is ideally suited for
    the Olympic Games, in character as well as performance
    capabilities" (BMW/ACOG/ USOC).  BMW spokesperson Rich Brooks
    confirmed that they paid between $10-20M.  BMW has exlcusivity
    for the three categories (THE DAILY).  BMW will hire Advantage
    Int'l to manage its Olympics program (N.Y. TIMES, 3/16).
    

    Print | Tags: Olympics, USOC
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