BMW’s Efficient Dynamics “On the Run”

BMW Asia recently announced its co-sponsorship of the upcoming Standard Chartered Marathon in Singapore. BMW along with the Singapore Sports Council unveiled a series of initiatives aimed at further engaging participants and improving the experience for runners leading up to and during the race.

A highlight of the partnership is a chance for Full and Half Marathon runners to win a brand new BMW X1 by joining Team BMW. This will be complemented with a series of activities including running clinics where runners will be given expert coaching ahead of the race in December 2011.

BMW will also be sponsoring the pacers programme for Full Marathon runners. And as the Official Car Sponsor, BMW cars will also be deployed to provide medical, logistics and operational support on race day.
BMW & Sports Marketing Sports marketing has enabled BMW to engage with customers during activities that form an integral part of their lifestyle. Sports has been used to communicate BMW’s competitive characteristic, which has long been an integral part of their brand, in the form of motorsports as well as other kinds of sports.

“Our involvement in sports does not only come in the form of mere monetary sponsorship. We also apply our core competence in design and technology in the development of certain sport equipment to create the competitive edge for the team,” explains Mr. Lito German, Marketing Director, BMW Asia.

Running & BMW EfficientDynamics
The BMW brand has long been associated with premier sports events worldwide and the co-sponsorship of the Standard Chartered Marathon Singapore is a continuation of this.

In this case, BMW communicates a synergy between the core principles of running and BMW EfficientDynamics philosophy, as marathon runners and BMW have the same ultimate goal: To Run Faster and Farther on Less Energy. BMW’s goal is to increase the awareness and appreciation for BMW EfficientDynamics – the technology enables each and every BMW car with more efficient energy usage and less carbon emission, while simultaneously enhancing its performance.

Says Mr. German: “The philosophy of the Efficient Dynamics technology comprises of a highly efficient engine through air and fuel management, minimized energy loss, lightweight design and superior aerodynamics. In our view, the same principle applies to that of competitive long-distance running which similarly aspires to run faster and farther with lesser energy.”

For more information on The Standard Chartered Marathon Singapore, please visit www.marathonsingapore.com

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