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Jul 26, 2010 12:59 PM by Bea Karnes, News First 5

USOC lands new sponsor

BMW and U.S. Olympic Committee officials say there's nothing contradictory about a German automaker sponsoring American athletes. The two organizations made the six-year deal official Monday at a news conference at a BMW dealership in Manhattan.

USOC chief marketing officer Lisa Baird says "all of our research shows that our fans really respect Olympic sponsors, because they know that's the way we bring the team to the games." BMW will also work with the American governing bodies for four sports: track and field, swimming, speedskating, and bobsled and skeleton.

Speedskater Apolo Anton Ohno was on hand for the announcement.

BMW plans to use its engineers to help the USOC improve technology for its athletes and to help the USOC with fundraising.

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