Marathon over soccer and Formula 1: BMW is breaking its own ground in sports marketing

BMW has not been involved in Formula 1, the top level of motorsport, for some time now. However, its involvement in running seems to be established for the long run. Is that not a paradox for an automobile manufacturer? And is it being done primarily for image reasons? Running and the automobile industry are not mutually exclusive. Quite the opposite. Discipline, endurance and readiness to perform are the mark of successful runners; they must intelligently make use of their energy reserves.

posted Saturday January 20th