Looking to become “more flexible” and to “better differentiate” its brands GM will no longer sponsor the Olympics after the 2008 summer games in Beijing.
“It is very difficult when you have eight brands to really take the fullest advantage… of the media portion of the agreement because most of the coverage happens over a 17-day time frame ” spokesperson Ryndee Carney told Buzz. “The size of the media package made it difficult for us to really use it to differentiate any of our brands. Also if the games don’t take place in the U.S it is very difficult for us to have a meaningful activation activity around it.”
Carney said the company still places a high value on sports sponsorships noting existing relationships with major properties such as that between Pontiac and the NCAA Chevrolet and Major League Baseball and NASCAR and Buick’s involvement with golf and the PGA. Chevrolet and GM brands also sponsor the NFL.