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BMW, NOT MERCEDES, BECOMES IMPORT CAR SPONSOR
Published March 16, 1995
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).