SBD/15/Collegiate Sports

BRANDWEEK REPORTS GM CLOSE TO RECORD $20M DEAL WITH NCAA

          GM is "close to signing" what would be the "biggest
     corporate sponsorship deal in NCAA history," according to
     Terry Lefton of BRANDWEEK.  The five-year, $20M deal would
     give NCAA rights to GM "across all divisions and brands." 
     Lefton adds that the pact "fits" GM's "macroplan" to develop
     longterm sponsorship programs which can serve as
     "relationship marketing" platforms, such as its recently
     inked ten-year USOC deal.  A GM marketing exec said that the
     company's strategy is to sign multiyear deals "so that the
     divisions and agencies know well in advance what products
     they have to work with, and can create multi-media packages
     that involve and include dealers."  GM will also use its
     NCAA sponsorship to "complement" its Buick unit's WNBA
     sponsorship and "expand its presence in female sports." 
     Lefton adds that the GM pact caps a "remarkable quarter," in
     which NCAA marketing group Host Communications has signed a
     group of deals "totaling more than" $60M (BRANDWEEK, 12/15).
     
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Related Topics:

Colleges, General Motors, NCAA, USOC, WNBA

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