• Brandweek, Friday, December 16, 2005 12:34 PM

BMW Group and Intel Corp., are taking a ride together in a very fast car. The two companies announced a "comprehensive sponsorship" deal in which Intel's technology will be deployed throughout BMW Group and its dealer network. Intel will also be the "Official Corporate Partner" of the Formula 1 VM Sauber racing team, which BMW bought earlier this year. Anne Lewnes, vice president-sales and marketing group and director of partner marketing for Intel, said the two marketers would work together to ensure iPods and mobile phones and other third-party products would be sleekly integrated into future BMWs. "And sponsorships have become a more important part of everyone's marketing mix," she added. "Intel is keen to get closer to the customer, and Formula 1 fans are passionate. It's a great platform to promote Intel and product brands like Centrino and Viiv."

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