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SBD Global/August 20, 2012/Marketing and Sponsorship

Jeep Australia's Olympic Sponsorship Reeled In Massive International Coverage

Chrysler automotive brand Jeep Australia's sponsorship of Olympic entertainment venue "The Last Lap" at London's Chinawhite nightclub generated massive int'l exposure. The Last Lap, organized by sports marketing group Elite Sports Properties, allowed VIPs and ticket holders to party with athletes throughout the 17 nights of the London Games. ESP Jeep Account Manager Rod Woodford said, "Jeep had its branding in the media room, so all the athletes and A-listers who were coming through were getting their image taken in front of the Jeep logo." More than 10,000 guests and 1,500 athletes attended the club over the Olympic period. Naming rights sponsor Jeep received coverage from media outlets such as Channel 9 and News limited, with int'l media CNN and the BBC also exposing the brand (Elite Sports Properties).
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