BMW Become Presenting Partner of USC & UCLA Rivalry

The USC & UCLA rivalry have announced a new presenting partner with Southern California BMW Centers coming on board.

BMW will be the exclusive sponsor of the unique rivalry series and will present the winner with the SoCal BMW Crosstown Cup, formally known as The Gauntlet.

The SoCal BMW Crosstown Cup will be awarded annually to the athletic department with the most success against the other in head-to-head matchups in all sports during an academic year. 

“We at BMW are excited and honored to be the exclusive partner for the SoCal BMW Crosstown Cup,” said Sven Wood, Regional Sales & Marketing Manager, BMW of North America. “The Ultimate Driving Machine meets the ultimate college rivalry – a perfect fit for both the Southern California BMW Centers and the BMW brand. Let the games begin!”

Only 10 miles separate USC and UCLA, making this the only rivalry in the nation that features two schools in the same city with such elite athletic traditions.

“The USC-UCLA rivalry is unlike any in college athletics, with two universities of such academic prestige and athletic tradition sharing the same city,” said USC Athletic Director Pat Haden. “No matter the sport, whenever the Trojans compete against the Bruins, it is an intense battle. This unique all-sports competition between the schools has added another element to the rivalry. We welcome the Southern California BMW Centers as the competition’s new presenting partner.”

“Regardless of the sport, regardless of the records, whenever UCLA and USC meet, it is larger than just a game,” said UCLA Athletic Director Dan Guerrero. “From your barber to the grocery store checker to your co-worker down the hall, as you simply go about your daily routine, you get a sense of the magnitude of this rivalry because everyone in the city is talking about it. With that said, we’re pleased to welcome The Southern California BMW Centers on board as the new presenting sponsor for this exciting all-sports competition that adds yet another layer to what is already the best rivalry in college sports.”

The title sponsorship deal with the Southern California BMW Centers was brokered by USC Sports Properties and IMG College.