Since bass fishing days, Chevy hooked on sponsorship

Guyer, Lillie
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM26
Trade Publication
This article explores the marketing strategy used by Chevrolet in promoting its products in 1999. Event marketing has become a staple for Chevrolet, one of the largest event spenders among automotive brands with an estimated annual budget of at least $20 million. The truck side has been sponsoring big events since the early 1980s, but cars got into the act just four years ago. In 1982, the truck group began actively sponsoring the 600,000-member Bass Anglers Sports Society Masters Classic fishing contests. Hence, in August, top BASS fishermen meet in New Orleans, Louisiana to vie for big prizes, with a top pursue of $200,000. Chevrolet and other sponsors donate the funds. With its, sponsorship, Chevrolet is angling to get trucks such as the 1999 Silverado.


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