MONTREAL, June 17, 2013 – GMC has entered into an exclusive partnership with the Montreal Alouettes football team for the 2013–2014 seasons. The sponsorship deal negotiated by Carat, GMC’s media agency of record, will see the automotive brand become a major sponsor and the Canadian Football League (CFL) club’s exclusive automotive and truck manufacturer.
“The Montreal Alouettes have very passionate fans and our entire GMC Team is proud to be joining the club,” said Marc Comeau, vice president, sales, service and marketing, General Motors of Canada. “We wish the team the best for a successful 2013 season.”
The all-new 2014 GMC Sierra will become the official vehicle of choice of the team starting this season. The GMC Professional Grade portfolio features the Sierra pickup truck as well as the Terrain, Acadia and Yukon SUVs. As part of the deal, the GMC family of Professional Grade trucks will be featured prominently in Alouettes’ field, stadium, video board, online, Facebook and Twitter properties.
“The whole organization of the Montreal Alouettes is excited about this new partnership with GMC,” said Chief Operating Officer of the Montreal Alouettes, Mark Weightman. “Both organizations share many values and it’s a beneficial partnership for both companies.”
This partnership is a natural fit given that the GMC Sierra and family of trucks are renowned for their toughness, robustness, power and finesse, mirroring on the sport and on the professional players who practice it.
Other elements of visibility include logos on the Alouettes field at Percival Molson Stadium in Montreal and on the brand new LED field panel boards, as well as a series of in-game and social media activations.
ABOUT GMC (Canada)
GMC has manufactured trucks since 1902, and is one of the industry’s healthiest brands. Innovation and engineering excellence is built into all GMC vehicles and the brand is evolving to offer more fuel-efficient trucks and crossovers, including the Terrain small SUV and Acadia crossover. The 2014 Sierra half-ton pickup boasts all-new powertrains and design, and the Sierra Heavy Duty pickups are the most capable and powerful trucks ever built by GMC. Every retail GMC model, including Yukon and Yukon XL full-size SUVs, is now available in Denali luxury trim. Details on all GMC models are available at http://www.gmc.gm.ca.
ABOUT THE MONTREAL ALOUETTES
The Montreal Alouettes, founded in 1946, possess a rich history. The organization has inscribed its name seven times (1949, 1970, 1974, 1977, 2002, 2009, 2010), on the Grey Cup, the trophy presented to the Canadian Football League’s champion every year. They play their home games at Percival Molson Stadium, on beautiful Mount Royal.
MEDIA AGENCY: Carat – Account Director: Dominique Verdon; Consultant, Sponsorship and Media Creativity: Chantal Gilbert.