Headline Sports Business

BMW Sticks With Octagon For Sports Sponsorship And Experiential Marketing

Press Release:

NORWALK, CT (May 3, 2016) – Octagon, a global sports and entertainment marketing leader, proudly announces the agency has retained its business with BMW of North America. Octagon will continue its 27-year relationship as the automaker’s Sports Sponsorship and Experiential Marketing Agency of Record into 2019 following a competitive agency pitch process.


“Octagon delivered innovative concepts and a strategic future-oriented plan for our experiential marketing & sponsorship business,” said Trudy Hardy, Vice President of Marketing, BMW of North America. “These insights, coupled with a strong understanding of our brand, reaffirmed that they are the right partner to help drive our business forward.”


Octagon will continue to offer strategic consulting and management services across BMW of North America’s extensive partner portfolio including: the 2016 U.S. Olympic and Paralympic Teams, PGA Tour, America’s Cup, and numerous team partnerships across NFL, NBA, MLS and NCAA. Octagon remains an integral part of the BMW Championship management team, an event regularly recognized for its excellence on the PGA TOUR. In addition, the agency will manage all aspects of the brand’s experiential marketing including BMW’s Drive For A Cause – a grassroots national driving program, vehicle launches and all regional platforms.


“This win is a credit to the strategic and innovative work we bring to the table across BMW of North America’s portfolio,” said John Shea, President Octagon Marketing Americas. “We are so proud of the relationship we’ve built with BMW, and together, we’re looking forward to driving their brand positioning across engaging partnerships and experiences.”

About Octagon

Octagon, (NYSE: IPG) is the world’s largest sponsorship consulting practice, managing and influencing some $3 billion in sponsorship-related spending annually. Octagon also is a pioneer and leader in athlete & personality representation and management. With more than 800+ employees worldwide, Octagon works with hundreds of blue-chip corporate clients, more than 800 athletes & personalities clients and manages more than 13,000 events per year.  Octagon received the 2015 Sports Business Award for Best in Corporate Consulting, Marketing and Client Services, marking the third time the agency has won the award. To learn more about Octagon, visit: or follow us on Twitter at @Octagon.


For more information, contact: 

Lauren Tietjen, Octagon Worldwide

[email protected]