BMW, the Official Mobility Partner of the United States Olympic Committee (USOC), today announced BMW Drive for Team USA, a national drive program that invites consumers to get behind the wheel and the Olympic Movement in support of U.S. Olympic Team and Paralympic Team hopefuls.
The event series travels to 276 BMW retailers across America between June 16 and August 13, 2011. For each participant who test drives a vehicle at one of the BMW Drive for Team USA events, BMW of North America will donate $ 10 to Team USA, up to a maximum donation of $ 200,000. Funds raised will work to further the training and performance goals of Team USA athletes.
BMW Drive for Team USA events will feature Olympic and Paralympic athletes and hopefuls, and other members of the Olympic community. Participants will have the opportunity to meet the athletes and will be personally thanked for their support – all while fostering excitement for the Olympic Movement. The events also include the opportunity to test drive the all-new BMW 650i Convertible and the full lineup of BMW models, as well as to test how the Ultimate Driving Machine measures up against the competition.
“At BMW we understand what it takes to deliver high performance and appreciate the extraordinary personal commitment required of elite athletes hoping to compete on the world’s stage,” said Dan Creed, Vice President, Marketing, BMW of North America. “BMW Drive for Team USA allows us to do exactly what we have pledged from day one: help raise awareness and additional funds for the Olympic Movement, especially in non-Olympic years.”
Event participants will also have the opportunity to cast their vote to select one of the members of the BMW Performance Team, an elite team of Olympic and Paralympic athletes who hope to compete at the London 2012 Olympic Games. Henry Cejudo (wrestling), Ursula Grobler (rowing) and Evelyn Stevens (cycling) are the athletes contending for the remaining spot. A complete roster of BMW Performance Team athletes will be announced this summer.
“This innovative fundraising campaign is a clear demonstration of BMW’s deep commitment to supporting the training and preparation of Team USA,” said USOC Chief Marketing Officer Lisa Baird. “By giving the American public the opportunity to support America’s athletes through the ‘Drive for Team USA’ events, BMW engages fans and consumers and empowers them to make an impact on the success of the U.S. Olympic and Paralympic Team.”
In support of the BMW Drive for Team USA national drive program, BMW has also launched an Olympic-themed integrated marketing campaign inclusive of radio, print, out-of-home and digital advertising as well as a national television commercial. Debuted in local markets in early June and airing on network cable beginning June 13, the commercial “Runners” features Olympic track & field athletes and hopefuls Jeremy Wariner, Shawn Crawford, Sanya Richards-Ross and Me’Lisa Barber and encourages viewers to lend their support to Team USA by participating in local BMW Drive for Team USA events. Taking inspiration from holographic technology, each runner appears as a different color of the Olympic rings while running alongside black BMW vehicles. A soundtrack by Daft Punk helps to create a sense of dynamic energy and performance.
BMW has a long standing, global commitment to performance-driven sports and looks forward to fueling the athletic performance of Team USA through 2016. In the lead up to the London 2012 Olympic and Paralympic Games, BMW will apply its resources and technologies to advance the training and performance goals of the Olympic and Paralympic athletes of Team USA. To learn more about BMW Drive for Team USA, or BMW’s partnership with the USOC and National Governing Bodies USA Bobsled & Skeleton, US Speedskating, USA Swimming and USA Track & Field, visit www.bmwusa.com/driveforteamusa and www.bmwusa.com/usoc, respectively.