sponsorship

List of News and Information about sponsorship on 4WheelsNews.com

News and Information about sponsorship

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Toyota is top-tier sponsor for Olympic Games through 2024

Toyota Motor Corp. is now a sponsor of the Olympic Games, the biggest amateur sporting event in the world. The sponsorship deal, announced by Toyota President Akio Toyoda and International Olympic Committee President Thomas Bach, will cover 10 years through 2024, a period that also covers the 2020 Tokyo Olympics.

The Japanese carmaker will be sponsoring a new category of products that will be showcased at the Olympics -- vehicles, mobility services like road safety, and transportation services and mobility support products. Toyota will also be the exclusive provider of vehicles for any national and global Olympic activity. Toyota’s sponsorship takes effect immediately in Japan through 2016.

Then the sponsorship rights will then be extended globally in 2017 following the 2016 Summer Olympics in Rio de Janeiro, Brazil. Japanese press reported that Toyota will shell out $835 million. Kyodo News reported in January the cost of becoming a top sponsor at the Tokyo Olympics might go as little as JPY15 billion ($123 million).

Read the entire article Toyota is top-tier sponsor for Olympic Games through 2024

Nissan grabs 5-year sponsorship deal with Manchester City

With General Motors sponsoring its cross-town rival Manchester United, Manchester City has scored a sponsorship with Japanese carmaker Nissan. Nissan inked a five-year sponsorship agreement with City Football Group, owner of the Manchester City team, which entails an in-kind exchange to introduce the Nissan Leaf electric vehicle to the team.

The deal is part of Nissan’s target to surpassing fellow Japanese carmaker Toyota as the top-selling Asian brand in Europe, seeking to take advantage of the Premier League's popularity in Europe, China and other parts of Asia.

Manchester City is the current champion of the league. According to Nissan chief executive Carlos Ghosn, the agreement will help "strengthen the brand globally." In April, Nissan inked a four-year agreement to sponsor the European Champions League soccer starting August.

Read the entire article Nissan grabs 5-year sponsorship deal with Manchester City

Kia severs ties with Los Angeles Clippers after racist comments

Kia knows that in order to effectively reach a marketing message, there is a need to be at the right place at the right time. It successfully achieved that in 2011 during the National Basketball Association’s All-Star Game in Los Angeles. Winning the slam dunk contest was no other than Blake Griffin of the LA Clippers, following dunk over a Kia Optima.

Kia had also been one of the Clippers’ corporate sponsors, until recently when a huge uproar was created by racially laden remarks allegedly made by team owner Donald Sterling.

Kia, as well as CarMax and Mercedes-Benz dealers, decide that it will be at the wrong place at the wrong time to banner its brand with the Clippers, although it remains as the official automotive partner of the NBA and the sponsor of TNT’s “Inside the NBA.”

Read the entire article Kia severs ties with Los Angeles Clippers after racist comments

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

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.

Read the entire article NBC names Chevrolet, BMW as exclusive auto sponsors for Winter Olympics

The decision of General Motors Co. to withdraw its popular Chevrolet brand from Europe has made its very expensive sponsorship deal with Manchester United look like a loser. GM announced in 2012 that it inked a seven-year sponsorship agreement that entails the carmaker shelling out $559 million to have Chevrolet’s bowtie logo on the jerseys of "Man U" players.

The move and the high price had turned heads. Now that GM is planning pull out Chevrolet from Europe by the end of 2015, the Man U endorsement  is considered an overpay, since the club’s players will be bearing a logo on their jerseys for a brand that is not selling its products in the region.  "Understand what this sponsorship deal is all about - it's eyeballs,” Gary Fechter, an attorney who has represented companies in sponsorship deals for 35 years, told Reuters. 

“They're leaving a big patch of geography with lots of eyeballs so the economic value has to go down," he said.

Read the entire article Chevrolet exit from Europe undermines Manchester United sponsorship deal

As part of BMW’s strategy to keep its place top-selling premium auto manufacturer, it has been skilfully positioning its Mini brand during the ongoing Olympic Games in London, of which the luxury carmaker is one of the major sponsors. In order to enhance Mini’s sporty image, BMW has deployed more than 200 vehicles to ferry athletes to games.

The Mini also made a cameo appearance at the opening ceremony while a special-edition Mini featuring the logo of the 2012 games on the roof. Mini has also unveiled a new John Cooper Works GP version, regarded as the brand's fastest car ever. Albrecht Denninghoff, an analyst with Silvia Quandt Research, described the Mini as the benchmark in profitability in the small-car segment.

BMW reintroduced Mini in 2001 after its failed takeover of Rover. The brand has been successful in winning new customers to the group, adding around EUR200 million ($243 million) to its annual profit, according to an estimate from Juergen Pieper, an analyst with Bankhaus Metzler. Mini is facing stiffer competition with the entry of several automakers at the upscale small-car segment.

Read the entire article BMW aims to boost Mini’s sporty image with Olympics sponsorship

Manchester United Ltd. expects that its General Motors Co. sponsorship agreement will make about $559 million until the year 2021. Under the sponsorship deal, the Chevrolet logo will be seen on the soccer team's jerseys starting in 2014. As part of the deal, GM will release payments amounting to around $18.6 million in fees for the seasons this year and the next.

In 2014, $70 million will be paid by GM. The payments will increase by 2.1% for each season that follows. According to Nigel Currie, managing director of U.K.-based marketing adviser BrandRapport, GM's deal with Manchester United is the highest in soccer. Currie was successful in negotiating one of the previous shirt sponsorship contracts of Manchester United with Vodafone Group.

Manchester United's existing shirt contract with Aon Corp. ends that year. That contract has a value of about 80 million pounds ($125 million) over four seasons. Insiders said that GM ousted Joel Ewanick, its chief marketing officer, after company officials expressed doubts about the propriety of the Manchester United deal. Ewanick resigned since he failed to meet what the company expected of its employees.

Read the entire article Manchester expects to make about $559 million with GM sponsorship by 2021

Hyundai believes that its brand name is now more famous in Europe, especially when it comes to social media, after having sponsored the Euro 2012 soccer championship. When interviewed by Automotive News Europe, Hyundai Europe marketing head Mark Hall said that the traffic from the showrooms has yet to be quantified but with the 43% increase in Facebook fans, it appears positive.

Hyundai’s fans in Europe increased to about 286,000 from 200,000 before the European soccer competition started. The exact figures for the number of people who viewed the tournament weren’t released yet. Hall said that the tournament had 20 million viewers in Germany.

In addition, the audiences numbered 22 million in Italy, 18 million in Spain and 20 million in the UK. He thinks that the television figures for 2012 will exceed the 6.6 billion viewers recorded for Euro 2008.

Read the entire article Hyundai gains new fans after Euro 2012 sponsorship

Porsche sponsors three sports clubs to the tune of 100,000 euros each, expanding its social commitment at its Saxony site. The finances are specifically meant to provide support to the organization's endeavors with adolescents. The beneficiaries are Sportclub Hoyerswerda e.V., SG Motor Gohlis-Nord e.V. and Chemnitzer Polizeisportverein e.V.

Porsche Leipzig GmbH's President and Chief Executive Officer Siegfried Bülow commented that the keys to success in both automotive engineering and sport are the motivated young talents and a strong team spirit.

He added that Porsche is "keen to support" the club's program in this regard. To officially start the three-year sponsorship program, Saxony state sports federation's President Eberhard Werner said that they are "delighted" with Porsche's long-term and "generous" support.

Read the entire article Porsche announces 300,000 euros sponsorship for three sports clubs

Hyundai Motor Co. has extended its sponsorship agreement with FIFA, the world soccer governing body, to include the 2018 and 2022 World Cup championships in Russia and Qatar.

Hyundai has been a sponsor of the World Cup since 2002. Hyundai extended the contract for eight years more from 2014, when the carmaker is due to be the official automotive partner at the Brazil championship.

In a statement, CEO Mong-Koo Chung says that since its first association with FIFA in 1999, its commitment and support for FIFA has been unequaled.

Read the entire article Hyundai extends its sponsorship agreement with FIFA

General Motors Co. said that its luxury brand Cadillac will be the title sponsor of the World Golf Championships tournament in Doral, Fla., which takes place this March. Cadillac didn’t mention how much the sponsorship would cost. Cadillac will also be an umbrella sponsor of the World Golf Championships, consisting of four different tournaments, throughout 2011.

In a statement, Don Butler, Cadillac's vice president of marketing, said that World Golf Championships are “all about the highest level of performance on a global stage.” Butler said that with this sponsorship, Cadillac will have an “ideal marketing partnership” that will enable the brand to “efficiently and effectively” reach its target market.

The Buick Open was a signature event for the PGA Tour up until last year. However, GM had to drop the Buick brand's 50-year sponsorship after it entered bankruptcy in 2009.

Read the entire article Cadillac will sponsor World Golf Championships tournament

The upcoming PGA Tour's season opening tournament will have Hyundai Motor Co. as its title sponsor under the three-year deal that the carmaker has signed recently. The tournament, which will be held the first week of January 2011 at the Plantation Course in Kapalua, Hawaii, will be known as the Hyundai Tournament of Champions, according to the joint statement from Hyundai and the PGA.

The tournament was previously known as the SBS Championship, after a 10-year sponsorship deal was inked last year by the PGA and Seoul Broadcasting System International.

However, SBS will continue to be a tournament sponsor. With this sponsorship, Hyundai is thrust into the same level as other automotive brands such as Mercedes-Benz, Lexus, Buick and Infiniti that have previously sponsored PGA tournaments.

Read the entire article Hyundai signs 3-year title sponsorship for 2011 PGA Tour

BMW of North America is the first foreign-car sponsor to be announced for the US Olympic Committee. This six-year sponsorship deal is reportedly worth $24 million.

After the 2008 Beijing Summer Games, General Motors Co. has ended its support of the Olympics. It was reported that GM was spending up to $5 million annually to support the committee, standing for about 4% of its ad budget. 

BMW's sponsorship will span the Olympic Committee and four national teams: bobsled and skeleton, speed skating, swimming and track and field.

Read the entire article BMW unveils a six-year sponsorship of the U.S. Olympic Committee

Infiniti is now the Canadian Cirque du Soleil entertainment group's official sponsor and exclusive automotive partner. We will soon see Infiniti vehicles featured in the Cirque du Soleil shows.

Infiniti cars will be appearing at the 180 Big Top and Arena touring show markets in the US, Canada, Western Europe and Russia as well as in three theatrical shows in New York City, Chicago and Los Angeles.

With these events, Infiniti's lineup will have the chance to be seen by about 5.4 million people. Infiniti has studied this well.

Read the entire article Infiniti becomes official sponsor and partner of Cirque du Soleil

General Motors Co. cut its sponsorship budget by 60% compared to pre-bankruptcy levels. This may signal the end of multimillion-dollar rights deals as GM seeks to connect more effectively with consumers.

In an interview last Wednesday, Steve Tihanyi, GM's general director of marketing services, including sports sponsorships, said that” we shouldn’t expect GM to do eight or nine mega-rights deals any longer."

GM reportedly wants “more bang for [its] buck.” Last June, GM filed for bankruptcy and emerged the next month after it received a $50 billion funding from the US government, which now owns a 61% stake in the company.

Read the entire article General Motors slashed its sponsorship budget by 60 percent