Buick bets on March Madness marketing by signing deal with NCAA
By Steph, 23 Mar, 2011. 0 Comments
2012 Buick Regal GS
With Pontiac discontinued, Buick is stepping up to build on its momentum and has signed a three-year sponsorship deal with the NCAA. As part of this agreement, commercials for the Buick Regal and LaCrosse sedans will be seen during the NCAA men's basketball tournament. Tony DiSalle, vice president of marketing for Buick, said that the NCAA audience, which is affluent and highly educated, represents the right customers for Buick.
He said that the Buick is filling the void that Pontiac left. Pontiac was an NCAA sponsor before the brand was terminated in 2009, says Autonews. Chris Perry, GM's head of U.S. marketing, said that this deal gives Buick a broader audience than its sponsorship of the PGA tour, which ended in 2009. P
erry said that it is “March Madness at its core” for Buick to be known as a brand that enables and inspires and celebrates human achievement. This marketing deal also extends to college football, women's soccer and the Frozen Four hockey tournament. Buick’s commercials will include those that feature former college athletes' charitable pursuits. One will be about the story of Emmanuel Ohonme, a former University of North Dakota basketball player and Africa native, who began a charity that has given shoes to 3 million children in 40 countries.
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