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BMW to Sponsor U.S. Olympics

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On: Tue, Jul 27, 2010 at 11:00AM | By: Sherry Christiansen

BMW to Sponsor U.S. Olympics

At a recent news conference in New York, BMW and the U.S. Olympic Committee came to an agreement that BMW will be the very first imported car manufacturer to sponsor the Olympics and a 6-year contract has been signed between the two entities. The 24 million dollar deal will replace the 2008 agreement that General Motors had when it  sponsored the Beijing Summer Games.

"Part of our company's ethos is to really become part of the culture of countries where it sells cars," said Jack Pitney, vice president of marketing for BMW of North America. BMW engineers plan to assist USOC to upgrade the technology for athletes, a new helmet design that is more aerodynamic is just one example of how BMW will assist in supporting the Olympic games. BMW will also help the USOC with fundraising.

BMW will be the “official mobility partner," which is a term that was created to encompass a wide range of forms of transportation that BMW will provide for the games.

BMW will sponsor the bobsled and skeleton, speed skating, swimming, and track and field. This not the first time that the German automaker has supported American athletes; in the 1996 Atlanta Olympics BMW also stepped up to the plate.


According to a recent statement by Jack Pitney, VP of marketing for BMW, “It is a good fit—it is all about performance and shared values.” Pitney also said, “When we began to look at this, we thought wow, we can plus this up in so many different ways. Some of their values are about being strong and athletic, which fits in with what BMW is all about. They are dedicated and inspired, which is a win for us with our innovation and our efficient-dynamics sustainability program. We are about beautiful design, and they are about the beauty of their athletes and their achievements.”

According to an AP article posted on Automotive News.com, “Pitney said BMW wanted to provide technical support because of the company's knowledge not only in aerodynamics but also in aqua dynamics—“how bodies cut through the water ”—through its sponsorship of the BMW Oracle Racing yacht team, which won the America's Cup sailing trophy this year.”

The deal involves every BMW brand including the Rolls Royce, Mini, and even the Motorrad motorcycles, made by BMW, the vehicles will be provided for the Olympics for 2012, 2014, and 2016.

The agreement will last until 2016 at the end of the Rio de Janeiro summer games.

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