THE MARKET GYRATIONS of the past few years have been particularly brutal for car manufacturers and their withdrawal from sports marketing looked like it might be the new reality. So, Superbowl broadcaster Fox must have heaved a big sigh of relief to see as many as nine auto brands compete for its $3m, 30-second ad slots. The power of sponsorship is in its leverage over time so there is clearly a way to go yet. But, the fact that brands ranging from Chevrolet and Kia to BMW and Mercedes are investing in the biggest television sports event on the planet is a sign that the relationship with sport will soon be back on. - 11/2/2011
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