"BMW is the proud designer of the two-man Olympic bobsled," the company boasts in a TV commercial.
BMW will be even prouder if one of the six bobsleds it developed for the U.S. Olympic team wins a gold medal at this month's Winter Olympics in Sochi, Russia, said Trudy Hardy, vice president of marketing for BMW of North America.
The U.S. men's two-man bobsled team hasn't won a gold medal in 78 years; U.S. women last won gold in 2002, the first year women competed.
The German luxury brand is the official mobility partner of the U.S. Olympic Committee, a sponsor-ship arrangement that includes Olympic-themed TV advertising, digital media promotions and road tests at dealerships.
The Olympics deal is BMW's biggest marketing investment this year, Hardy said. As part of its sponsorship, BMW also applied its technology and knowledge of vehicular aerodynamics to redesign the bobsleds used by the U.S. men's and women's teams.
"The greatest contribution that we make by sponsoring the United States Olympic Committee is that we thread it through all aspects of our business," Hardy said.