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CEA Readies New Work for the Fall as Ski Sponsorship Is Extended
DETROIT–General Motors’ Chevrolet division is extending its four-year sponsorship of the U.S. Ski and Snowboard Association (USSA) through the 2003-04 season.
The USSA partnership makes sense for Chevrolet since many skiing fans pursue active, outdoor lifestyles and thus fit the demographic of potential Chevy truck buyers, according to Mac Whisner, the division’s director of truck advertising and promotion. For example, Whisner said, research has shown that people who ski are three times more likely than nonskiers to buy a sport utility vehicle.
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