Isuzu pumps up focus on more intense sports

Rechtin, Mark
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p23
Trade Publication
This article reports on the plan of American Isuzu Motors to establish an affiliation with athletes in the U.S. in August 1999. In sponsoring sports with more marketing dollars, the company will try to connect more often with their fans. Isuzu will begin an affiliation with top athletes involved in the activities. That means sponsoring more events like the Ironman Triathlon and the Eco-Challenge extreme orienteering contest. But Isuzu is not interested in extreme sports which already are cluttered with automakers trying to tap into Generation X. Rather, the company wants to align itself with serious athleticism such as the Race Across America, in which cyclists race 22 hours a day from Irvine, California to Savannah, Georgia.


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