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Automaker Says Brand Awareness Spiked During Winter Games

Published on .

NEW YORK (AdAge.com) -- General Motors Corp. may make Chevrolet the lead division for all of its Olympic Games sponsorships after assessing Chevy's primary role in the Winter Olympics in Salt Lake City, Advertising Age sibling Automotive News reported.

Steve Tihanyi, GM director of marketing alliances and regional operations, said Chevrolet's brand awareness increased during the Winter Olympics, and dealers were especially satisfied.

GM paid $900 million to be the exclusive domestic car and truck sponsor of the U.S. Olympic Team from 1998 through 2008, and to be the exclusive domestic car and truck advertiser during NBC's broadcasts of the Olympics for that period.

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