In addition to their activities in the Formula 1 and DTM racing segments, Mercedes-Benz plays an active part in a number of other sporting ventures as well. Yesterday, the company published a press release covering this vary topic, including a look at their ATP sponsorship as well as their support for sports on a national level.

Although the press release doesn't offer any in-depth information on their sponsorship programs, it does offer a quick view of who they're sponsoring as well as their goal to develop long-standing relationships with their various partners.

If you're interested, you can find more details in the press release below.


OFFICIAL PRESS RELEASE


Mercedes-Benz - Patron of Sports

Stuttgart, Apr 20, 2006
Apart from its activities in the Formula One and the DTM which are connected with its products, since 1996 the Mercedes-Benz sports marketing activities have been organised according to one overall conception which is divided into the following sections:

I. At the international level, Mercedes-Benz is active as the main sponsor of the ATP. The star, known all over the world as the company's brand mark, is integrated in the nets across the courts and is therefore present at 43 tournaments every year held worldwide. As the Official Car of the ATP, Mercedes-Benz provides a problem-free driving service off the courts with about 900 vehicles a year. In sailing, Mercedes-Benz supports the Swiss team Alinghi, the winner of the 2003 America's Cup, as their Official Supplier. In addition, Mercedes-Benz is the global partner at the equestrian championships held in Aachen in 2006.

II. At the national level, Mercedes-Benz national agencies are able to support those sports which are extremely popular in their own markets and which harmonize with the overall concept. For instance, in Germany Mercedes-Benz has been sponsor of the German Football Association (DFB) for more than three decades.

III. As one of the founding members of the Laureus World Sports Awards, DaimlerChrysler AG shares in the responsibility for the world's most important sports awards. The "Sports Oscar" bridges the gap between world class sports and lifestyle, thus providing DaimlerChrysler with an outstanding platform to position its premium brand Mercedes-Benz. Since the Laureus World Sports Academy was founded in 1999, the awards have been presented four times in Monte Carlo, in Lisbon in 2004 and Estoril in 2005. In 2006, sportsmen, sportswomen and stars will be guests in Barcelona.

As well as having a regular series of tournaments which take place throughout the year, it is the long-range aspect which plays an important role in Mercedes-Benz sponsoring activities. In this way, the desired advertising effect can be sustained. A good example of this is the company's cooperation with the German Football Association (DFB) which goes back as far as 1972 and is unique in German sports not just as far as its duration is concerned. Since 1990, Mercedes-Benz has been the principal sponsor for the DFB and the agreement was prolonged in April 2002 to the end of 2006. In tennis, Mercedes-Benz has also been the ATP's main sponsor since 1996. In 2005, this agreement was also prolonged for a further 3 years.

Copyright © 2006, DaimlerChrysler AG