General Motors (GM), the world's second largest automaker, has entered into a new multi-year corporate partnership with the National Collegiate Athletic Association (NCAA).
The comprehensive three-year deal sees GM, through its Buick brand, supporting 26 NCAA championships throughout the year with the American multinational activating heavily around the NCAA Division I Men's Basketball Championship or 'March Madness', a 68 college tournament which began 15th March.
To mark the beginning of March Madness, Buick has launched its 'Human Highlight Reel' – a collection of inspiring stories featuring NCAA student-athletes from the past.
"The Buick Human Highlight Reel will celebrate former college student-athletes who are leading winning efforts in their communities," said US vice president of marketing at Buick, Tony DiSalle. "By sharing their stories Buick and our partners hope to inspire others to go above and beyond to help others achieve their fullest potential in life."
Additionally, according to an official press release Buick will be the exclusive title sponsor of a 30-minute television show featuring Human Highlight Reel stories that will air prior to the 2011 NCAA Men's Final Four semifinal games on April 2'.
"The Buick Human Highlight Reel shows the continued leadership and dedication that student-athletes have once they complete their academic programs and become active in their communities or involved with broad initiatives that have a positive influence on the lives of others," said Peter Davis, NCAA director of championships and alliances.
Although financial details were not released, Domino’s Pizza's less expansive deal with the NCAA announced last week has since been estimated by industry experts to be worth between US$10 and US$15 million.
NCAA – General Motors