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Olympics Endorsements


By Rick Horrow and Karla Swatek

April 27, 2012

Jeep, in advance of this summer’s London Olympic Games, has signed on as the latest marketing partner of USA Basketball. The Chrysler brand also signed Los Angeles Clippers point guardand 2008 gold medal winner Chris Paul to help promote the Jeep Wrangler, which will be the official vehicle of the men’s and women’s national teams. With the deal, USA Basketball now has 11 sponsors, including Cisco, Gatorade, and Nike.

Jeep’s strategy is a two-pronged approach, with the car manufacturer signing a sponsorship with a national governingbody and a separate endorsement deal with Paul. Expect to see a flurry of sponsorship and endorsement deals announced in the next couple months as marketers try to capitalize on the Summer Olympics.




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