Official Release: BMW Group announced today that it will be the exclusive foreign brand automotive advertiser for NBC Universal’s broadcast of the London 2012 Olympic Games. This agreement marks the first time that NBC Universal has granted foreign automotive exclusivity for its Olympic coverage. It is also the first time that NBC will have only two automotive advertisers, one foreign and one domestic.
The agreement expands the automaker’s association with the Olympic Games. In addition to being the official Automotive Partner and a Sustainability Partner of the London 2012 Olympic Games, BMW announced last July a six-year, multi-million dollar partnership with the United States Olympic Committee (USOC) and the National Governing Bodies of USA Bobsled & Skeleton, US Speedskating, USA Swimming and USA Track & Field. Under that agreement, BMW will provide the USOC and the four individual sports with financial support, fundraising opportunities and access to BMW Group’s technical expertise to help the U.S. Olympic and Paralympic Teams improve their training and performance. BMW Group was also a sponsor of the Atlanta Olympic Games and the U.S. Olympic Team in 1996.
“The Olympic Games represent the highest level of athletic competition and showcase the world’s best athletes at their peak performance,” said Trudy Hardy, Manager, BMW Marketing Communications and Consumer Events. “As a company focused on the development of high performance vehicles and one that has a long history of dedication to competitive sport, we are proud to strengthen our connection to the London 2012 Olympic Games, the Olympic Movement and Team USA.”
Through its partnership with NBC Universal, the BMW brand will be positioned in front of millions of Olympic viewers across the NBC Universal family of networks and all day parts, and have a presence during popular U.S. Olympic Team Trials leading up to the Games, including swimming and track and field. Additionally, the top 11 local BMW markets in the U.S. will receive additional messaging from BMW, with the agreement providing extended reach in the spot market.
BMW Group advertising during the NBC Universal coverage of the London 2012 Olympic Games will begin airing during the Opening Ceremony of the Games on July 27, 2012. The opportunity was developed with UM, BMW’s media agency of record.