General Motors has signed up as the exclusive domestic automotive
sponsor of NBC Universal's coverage of the 2012 Olympic Games, which will be
held in London.
As part of the deal, Chevrolet and Cadillac will have "a major advertising
presence" during broadcast and cable coverage airing from Jul. 27 to Aug. 12,
the companies said. Those brands will also be featured in NBC Olympic
programming leading up the game on television and online.
Financial terms of the deal were not disclosed. GM has been an Olympic
advertiser with NBC since 2000.
"Chevrolet and Cadillac are two of the world's premiere automotive brands in
the midst of a remarkable resurgence, so it's terrific to see them make a major
investment in our coverage of the London Games," said Gary Zenkel, president,
NBC Olympics, in a statement.
General Motors, rescued from bankruptcy by the federal government, has been
increasing its ad spending and is showing up in high profile venues, including
the Super Bowl, airing on Fox.
"Media partnerships like this provide great opportunities for us to spread the
word about our newest cars, trucks and crossovers," said Joel Ewanick, global
chief marketing officer for GM. "GM has been a huge fan of the Olympic Games
for decades, and we look forward to being a partner in a big way with NBC
Universal as it again covers one of the world's most significant sporting
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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