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BRANDWEEK REPORTS GM CLOSE TO RECORD $20M DEAL WITH NCAA
Published December 15, 1997
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).