NBC names Chevrolet, BMW as exclusive auto sponsors for Winter Olympics

Article by Christian A., on January 28, 2014

General Motors and BMW have signed agreements with NBC to be the exclusive auto advertisers during its national broadcasts of the 2014 Winter Olympics in Sochi, Russia. The deals will provide GM and BMW exclusive and wide exposure to the millions of viewers who are expected to watch the games from Feb. 7-24, allowing them to advertise their offerings without sinking in an ocean of brands that usually flock to other large events like the Super Bowl.

The Olympics are usually preferred marketing platform due to their global scope and duration, as well as the lead-up buzz to the games and the allure of live sports.

"All the OEMs are looking for big events that are less DVR-ed, which is why they go into sports as much as they do, but there's nothing equivalent to the Olympics in terms of global sport," remarked Ian Beavis, executive vice president of Nielsen Co.'s global automotive group. According to a GM spokesman, Chevrolet will be the presenting sponsor of NBC's broadcast of the games.

He remarked that Chevrolet will "have a strong presence" during the coverage of the opening ceremonies, with a number of vehicles to be advertised during the broadcast period. Another GM unit, Cadillac, will also advertise during the coverage.

BMW's Olympics campaign will be its largest marketing investment in the US this year, according to a BMW spokeswoman. As part of of its six-year deal signed with the US Olympic Committee in 2010, BMW will have two Olympic-themed commercials during the games that will complement its digital and social media initiatives and branding on other Olympics-related platforms.

If you liked the article, share on:

Comments

Recommended

Not so long ago, the 2018 Genesis G80 Sport made its debut at the 2016 LA Auto Show. But at that time, it did not have a price yet. And...
by - April 23, 2017
It seems like an increase in price has become a trend for automotive companies lately. Genesis isn’t alone when it comes to this. Subaru had just announced that the 2018...
by - April 23, 2017
Imagine a sports car morphing into an SUV. Chevrolet initially revealed the FNR Concept at the previous Shanghai Auto Show in 2015. For this year, Chevy once again graces the...
by - April 22, 2017
From the moment FCA kicked off with its 3-month-long ad campaign until the day it unveiled the new Dodge Challenger SRT Demon, folks have been guessing what the exact figures...
by - April 22, 2017
Some people may think Audi Sport is a new company but it is in fact the motorsport division of Audi combined with the best of what Quattro GmbH can offer....
by - April 21, 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