Buick inked a three-year marketing deal with the NCAA

Article by Christian A., on March 16, 2011

Buick has inked a three-year marketing deal with the NCAA that is seen to be another attempt by the brand to get out of its grandfatherly image. At a press conference, Tony DiSalle, vice president of marketing for Buick, said that the brand had wanted a high profile platform that was ‘large enough’ to build on the momentum that it has already established in the market.

Under this sponsorship, commercials for the Buick Regal and LaCrosse sedans will air during the NCAA men's basketball tournament. DiSalle added that the NCAA audience represents the “right customers for Buick” as they are “affluent and highly educated."

Buick takes the opportunity to fill the void left by Pontiac, which had been an NCAA sponsor before it was terminated in 2009. Chris Perry, GM's head of U.S. marketing, said that this deal gives a wider audience than Buick’s sponsorship of the PGA tour, which ended in 2009.

This marketing deal actually goes beyond basketball as it will include college football, women's soccer and the Frozen Four hockey tournament. Last year, GM overhauled Buick’s marketing department.

This sponsorship marks the first major campaign since then. Under the leadership of Joel Ewanick, GM's global marketing chief, the company has rekindled advertising and sponsorship ties with major events, including the Super Bowl and World Series.

Topics: buick

If you liked the article, share on:

Comments

Recommended

Mazda seems too far ahead in Safety technology for having four of its vehicles chosen as the safest on the road. Very recently, the Insurance Institute for Highway Safety has...
by - June 22, 2017
The automotive world is intensely competitive given the growing number of players, but the British car manufacturer is adamantly holding on to its spot. The 2018 Jaguar XF Sportbrake, priced...
by - June 22, 2017
Audi’s all-electric supercar, the R8 e-tron, had been discontinued last October after being in the market for under two years. The electric vehicle was then exclusive to the European market...
by - June 22, 2017
Dodge has made it clear to everyone, including its potential buyers, that the Challenger SRT Demon is a street-legal drag car - that it is unlike any of your ordinary...
by - June 22, 2017
After a number of failed attempts, Tesla finally gets an Arizona dealership license by winning a court battle that allows them to sell directly to consumers. The automotive dealer license...
by - June 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries