Mercedes-Benz Back as Fashion Week Sponsor

Even with the tents down in Bryant Park—perhaps permanently—Fashion Week news continues to come in: This week Mercedes-Benz signed on as the title sponsor for IMG’s show venue, replacing Olympus. According to WWD, as part of the car maker’s three-year deal, it will also be the title sponsor of IMG’s Fashion Week venues in Los Angeles and Miami, marking the first time one marketer will brand all three entities. This isn’t the luxury brand’s first Fashion Week appearance, of course—it previously sponsored the New York shows (Mercedes event marketing chief Carol Goll told us about it here), and has been the chief L.A. sponsor since its first event in 2003. Mercedes-Benz’s marketing program will include 52 weeks of online fashion programming, partnership marketing, related consumer shows, and philanthropic endeavors.
Posted 09.19.06