BMW Describes Sponsorship Activitiy At Telekom Cup As 'Tactical Measure'

BMW described its ad activation at the Telekom Cup over the weekend "as an isolated measure," according to Frieder Schilling of SPONSORs. However, the carmaker "did not rule out other activations." BMW had an ad presence on LED boards at the Telekom Cup on Sunday, despite the fact that all four participating teams were sponsored by Audi. BMW said that the activation was a "tactical measure" to "increase the awareness" of its new 2 Series GT. The Munich-based company said that "it will also in the future make use of opportunities at appropriate environments." However, BMW said that Sunday's activation "should not be seen as a change in BMW's sports sponsorship strategy." The car brand "focuses its sponsorship activities largely on golf, motorsport and winter sports" (SPONSORs, 7/15).