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).