DETROIT General Motors' Pontiac division is expanding its relationship with the National Collegiate Athletic Association.
The partnership, which began during the 2002 NCAA men's Final Four basketball tournament, is part of a multi-year contract between Pontiac, NCAA, CBS and ESPN. It includes Pontiac advertising, promotions and marketing programs linked to 22 college sports. Pontiac will be touted as the "Official performance machines of the NCAA."
For this year's tournament, Pontiac's activities include a consumer Web site promotion and sweepstakes at www.ncaasports.com/pontiac, TV and print advertising, dealer tie-ins and on-site displays.
Pontiac's agency, Publicis Groupe's Chemistri, Troy, Mich., has created six 30-second and two 15-second TV vignettes to run during NCAA basketball games. These spots will highlight historic NCAA men's basketball performance moments, interwoven with the "Fuel for the soul" tagline.