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Buick Inks Deal With NCAA

The Detroit Bureau, Wednesday, March 16, 2011 10:30 AM

Buick has signed on as major auto sponsor of the college sports association, but a central program will be "The Human Highlight Reel," a project that aims to show how athletes help out in communities. Chris Perry, head of GM's North American marketing, says that Buick's non-traditional approach to NCAA is part of an effort to redefine the brand because "the public's perception of the Buick brand is out of whack with reality."

Within two years, Buick's lineup will double to eight models versus three when GM filed for bankruptcy two years ago. Now Buick has been growing faster than any other brand. The company says the NCAA tie-in will help improve brand awareness and help give it a younger image. A 60-second anthem spot will launch during the Final Four. The program includes a scholarship that will grow to $19 million over the next four years.

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