Automotive Stories

Seeking Deals

BP Invigorates New Product With First-time Sponsorships

Fuel giant seeks events and sports ties east of the Rockies to tout new gasoline additive

Sponsor Profile

Subaru Sticks With What Works, Expands Sponsorship Portfolio

Automaker signs new deals, renews existing partnerships as highly targeted selection of lifestyle properties continues to deliver sales

Strategy

Lexus Expands Sponsorship’s Role, Targets Black Women

Lexus signs new deals representing its first effort to use sponsorship to target specific market segment: African-American women

Results

Cat Takes To The Track To Find Qualified Job Applicants

Caterpillar signs national deal after test sponsorship exceeds expectations in identifying qualified prospective employees

Strategy

How And Why Toyota Put Engagement Marketing In The Driver’s Seat

Toyota shares new approach to vehicle launches founded on sponsorships and grassroots marketing as opposed to traditional advertising

Trend

Sponsors, Properties Emphasize Little Over Big

Little is the new big as sponsors prioritize targeted opportunities to connect with consumers, see little advantage in generating mass awareness

Seeking Deals

Double Down: Lexus Dramatically Expands Sponsorship Activity

Lexus says it will double the number of properties it sponsors in each of the next two years

Seeking Deals

Mazda Zooms Into Events Targeting Young Car Buyers

Mazda looks for nontraditional marketing opportunities to build buzz for its vehicles among young adults

Sponsor Profile

Suzuki Strengthens Active Lifestyle Positioning Through Sponsorship

Suzuki revs up sponsorships aimed at 22-to-30-year-olds as vehicle sales grow steadily

Sponsor Profile

Triple Play: BMW Escalates Spending With New Golf Deals

BMW of North America goes big into golf with title deal, two cosponsorships

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