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Article: BUICK DRIVES FOR THE SLAM DUNK: BASKETBALL TIE-INS AIM TO BOOST REGAL.
- Article from:
- Automotive News
- Article date:
- June 14, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Buick Regal has a basketball jones.
The Regal is the official car of the Women's National Basketball Association, the Atlantic Coast Conference women's and men's basketball league and the U.S. women's Olympic basketball team. All three involve multiyear sponsorships totaling an estimated $15 million.
The Regal's extensive hoop tie-ins are part of Buick's effort to woo younger buyers and reposition its image from stodgy to hip. The Regal, aimed at what it calls ``supercharged families,'' is starting to see some measurable results from the basketball campaign.
Mark Hines, brand manager of the Regal, said he spends a greater percentage of ...