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The U.S. bobsled team took home one silver and three bronze medals at the Winter Olympic Games in Sochi, Russia. And BMW scored marketing gold.
Lots of brands ink sponsorship deals around the games, of course. But BMW didn’t just slap its name on the U.S. team’s sleds; it designed them. During commercial breaks, viewers were treated to stylish spots introducing the luxury automaker’s i-series of electric vehicles that sport the same carbon fibers as the bobsleds.