Automotive Stories

Automotive

Saab Scares Up First Sponsorship Since Spinoff; More To Come?

Saab Scares Up First Sponsorship Since Spinoff; More To Come?

Under new ownership, Saab Cars North America sponsors haunted house attraction in Chicago

Strategy

Mazda Turns To Music To Reach New Car Buyers

Mazda Turns To Music To Reach New Car Buyers

Sponsorship of Mayer Hawthorne tour promotes just-launched Mazda2 subcompact

Results

Volkswagen Sees Positive Results, Adds New Sponsorships

Volkswagen Sees Positive Results, Adds New Sponsorships

In addition to new NHL team deal, automaker continues to add local and regional ties

Strategy

Hyundai Looks To Cover All Bases Through National, Local Deals

Hyundai Looks To Cover All Bases Through National, Local Deals

New Sun Bowl title supports national advertising strategy, while proprietary events put consumers in cars

One-on-One

Kia Adds Family-targeted Entertainment Tie To National Portfolio

Kia Adds Family-targeted Entertainment Tie To National Portfolio

Interview with national manager of sponsorships and promotions Kathryn Cina

Seeking Deals

True To Its Word, Dodge Signs New Sponsorships

True To Its Word, Dodge Signs New Sponsorships

First of likely more deals is two-year tie to Rock ‘n’ Roll Marathon Series

Automotive

Jaguar Sets Stage For Performing Arts Sponsorships

Jaguar Sets Stage For Performing Arts Sponsorships

Luxury import signs partnerships with arts properties; more deals likely

Sponsor Profile

VW Charts Local/Regional Sponsorship Course

VW Charts Local/Regional Sponsorship Course

Aims to familiarize consumers with less well-known nameplates such as CC, Routan and Tiguan

One-on-One

Inside GM’s New Sponsorship Strategy

Inside GM’s New Sponsorship Strategy

An interview with the automaker’s longtime partnership head, Steve Tihanyi

Who Does What

Despite Cuts, Big Three U.S. Automakers Remain Large Sponsorship Players

Despite Cuts, Big Three U.S. Automakers Remain Large Sponsorship Players

New sponsorship focus for Chrysler and GM, while Ford stays the course

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