Like many car brands, the once ultra-cool Jaguar has declined over the past several years, losing its luster and once-hallowed reputation for reliability. But now that the brand has been sold by Ford to India's Tata Motors, Jaguar is on the upswing, at least in terms of its promotional visibility.
Jaguar announced two high-profile partnerships, one in the U.S. and one in the U.K., that signals a comeback of sorts.
Beginning this month, Jaguar will become the official vehicle of the famed Hollywood Bowl and sponsor the "Jaguar Platinum Concert Series," eight Jaguar-branded concerts that include performances by Donna Summer, Harry Connick, Jr., and others. The three-year sponsorship kicks off in conjunction with the introduction of the all-new 2011 Jaguar XJ model.
In the U.K., Jaguar just signed a four-year deal with the England and Wales Cricket Board to become the official vehicle of the England cricket team, replacing Volkswagen as the team's sponsor. More importantly, however, was the brand's launch in March of the Jaguar Academy of Sport, an organization that will "recognize, celebrate and inspire the very best of British sporting talent and success.
It will showcase some of the most successful British sports stars, mark outstanding achievements and sporting moments, and identify and provide funding which we hope over time will hope produce our future greats." The Jaguar Academy of Sport already has an impressive list of "patrons" and "ambassadors."
Both the Hollywood Bowl and England cricket team sponsorships offer ample opportunities for Jaguar to achieve more prominence for its brand and its cars.
In a move to gain more top of mind recognition from entertainment industry influencers, Jaguar models will be positioned at the Hollywood Bowl's main entrance and at the VIP valet entrance, and receptions will be held for VIPs and influencers.
On the sports side, Jaguar will gain access to members of the England cricket team, some of whom will get involved in the Jaguar Academy of Sport. Jaguar and Jaguar Academy of Sport branding will also be associated with the Professional Cricketers Association.
Seems as if Jaguar is one grand old brand that refuses to fade into obscurity.