DETROIT - General Motors and Chevrolet have reached a three-year agreement with FOX-TV's "NFL Sunday" analyst Howie Long to be a divisional spokesperson for Chevrolet Trucks. In addition, Chevrolet will become the presenting sponsor for the annual "Howie Long's Tough Guys" television special.
Pete Langenhorst, Chevrolet retail advertising director, said the relationship provides Chevrolet with a marketing opportunity that has tremendous value given Long's popularity among a variety of audiences.
"Howie distinguished himself as a hall of fame football player, and his success as a broadcast analyst has made him one of the most readily identifiable personalities in sports today," Langenhorst said. "This partnership provides Chevy with a unique relationship in associating our products with someone of Howie's reach. We haven't scoped out all the details of a campaign, but from a big picture perspective we are very excited about developing something that is national in scope and localized in implementation."
As the presenting sponsor of Long's Tough Guy award program, Chevrolet will provide a truck to the overall winner. Chevrolet will also utilize a number of advertising platforms built around the program, which will air in January each year.
Long said he sees the new relationship with General Motors, in general, and Chevrolet in particular as a natural fit for him.
"I am thrilled at becoming a member of the General Motors family," Long noted. "I have had the opportunity to meet and speak with many of the key decision-makers at General Motors, and I look forward to being a vital member of the GM and Chevy Truck advertising and marketing teams in the years ahead."
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Pete Langenhorst, Chevrolet retail advertising director, said the relationship provides Chevrolet with a marketing opportunity that has tremendous value given Long's popularity among a variety of audiences.
"Howie distinguished himself as a hall of fame football player, and his success as a broadcast analyst has made him one of the most readily identifiable personalities in sports today," Langenhorst said. "This partnership provides Chevy with a unique relationship in associating our products with someone of Howie's reach. We haven't scoped out all the details of a campaign, but from a big picture perspective we are very excited about developing something that is national in scope and localized in implementation."
As the presenting sponsor of Long's Tough Guy award program, Chevrolet will provide a truck to the overall winner. Chevrolet will also utilize a number of advertising platforms built around the program, which will air in January each year.
Long said he sees the new relationship with General Motors, in general, and Chevrolet in particular as a natural fit for him.
"I am thrilled at becoming a member of the General Motors family," Long noted. "I have had the opportunity to meet and speak with many of the key decision-makers at General Motors, and I look forward to being a vital member of the GM and Chevy Truck advertising and marketing teams in the years ahead."
