SBD/Jan. 17, 2011/Marketing and Sponsorship

NBCU Grants BMW Foreign-Auto Exclusivity For '12 London Games

BMW ads will begin airing during the '12 London Olympics Opening Ceremonies
NBC Universal has “lined up a second major automotive sponsor to support its coverage” of the ’12 London Games by “signing BMW Group as the exclusive foreign-brand carmaker,” according to Anthony Crupi of ADWEEK. The agreement “marks the first time that NBCU has granted foreign-automotive exclusivity for its Olympics package.” BMW’s Olympic ads “will begin airing during the July 27, 2012, opening ceremonies.” The buy includes “time across all NBCU networks and in all dayparts, with an emphasis on popular swimming and track and field events.” In addition to “its national positioning, BMW will appear in local spots in its top 11 sales DMAs in the U.S.” Universal McCann, BMW’s media agency of record, assisted with the deal. Crupi noted the BMW announcement "wasn’t unexpected,” as the auto company last July “cut a deal estimated at around $25 million to become the official automotive partner” of the USOC through ‘16. BMW’s last Olympics sponsorship “was in support of the 1996 Summer Games in Atlanta” (, 1/14).
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