American Marketer


Mercedes-Benz targets polo fans with Big Brothers Big Sisters support

April 8, 2011


mercedes-benz-amg-185German automaker Mercedes-Benz has partnered with fine polo equipment and apparel brand La Martina by using on-site marketing to promote its collaboration with Big Brothers Big Sisters to raise money for the organization.

The automaker is selling the polo shirts at the AMG Miami Beach Polo World Cup April 20-24. All of the proceeds will go toward the Big Brothers Big Sisters of Greater Miami, with a goal of raising a total of $15,000 in support of the cause.

“We designed a polo shirt with La Martina’s expertise to make the connection to the polo tournament, which is also supporting Big Brothers Big Sisters,” said Greg Clark, manager of executive vehicles at Mercedes-Benz USA, Montvale, NJ.

The Big Brothers Big Sisters is the oldest and largest donor-supported youth mentoring organization in the United States.

The Greater Miami organization serves more than 7,000 local children, volunteers and families through professionally supported, one-to-one relationships with adult volunteers.


The Mercedes-AMG polo shirts are designed by La Martina. The shirt features an “I heart horsepower” patch and the AMG logo.

The polo shirt will be sold for $175 available in both men’s and women’s sizes. They will be sold at the La Martina boutique on-site at the tournament and at the La Martina stores nationwide.

The Miami Beach Polo World cup will be April 21-24. Separate men’s and women’s polo events take place in Miami Beach between 20th and 22nd streets behind The Setai hotel.

In addition to selling the polo shirt, Mercedes-Benz will be raising awareness and showcasing the new 2012 CLS63 AMG model to Florida car enthusiasts during the tournament (see story).

Guests can see the 2012 Mercedes-AMG 4-door coupe in-person at the tournament before it reaches dealerships in early June.

Merc polo

Mercedes-Benz is not the only luxury brand to make a special item for a charity or good cause.

For example, Polo Ralph Lauren has collaborated with the Michael J. Fox Foundation to raise money for Parkinson’s disease via dog tag sales (see story).

Nordstrom partnered with footwear maker Tom’s in an attempt to raise money and awareness for third-world children without shoes (see story) and also partnered with the Susan G. Komen foundation in the fight against breast cancer (see story).

“Big Brothers Big Sisters is one of Miami’s most valued charitable organizations,” Mr. Clark said. “We’ll be able to donate so that Big Brothers Big Sisters can offer more children of South Florida a mentor to guide them.

“Supporting initiatives like this is important to our local dealer body and the customers they service,” he said.

Final take

What's the obsession with polo?