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BMW Becomes Exclusive Foreign Car Maker for 2012 Olympics on NBC

On Tuesday, GM announced it would be the exclusive domestic car maker advertising on NBC for the 2012 London Olympics and today BMW announces it will be the exclusive foreign car maker advertising during the Olympics. NBC ad sales reps handling the car account can now take the rest of the year off.


This agreement is a continuation and expansion of BMW’s commitment to the Olympics.The agreement expands the automaker’s association with the Olympic Games. In addition to being something called the official Automotive Partner and a Sustainability Partner of the London 2012 Olympic Games (sounds expensive), 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.

We’re not going to rehash Tuesday’s report because you can click here to read all of the background details. Suffice it to say, the Olympics is a big bucks endeavor for NBC.