Marketing Sponsorships


GM's philanthropic mission is supported by many marketing sponsorships that focus on activities and programs that strive to help America remember its heritage, honor its unique culture, celebrate its achievements and inspire the future. The following are a representative sampling of such marketing sponsorships:


Concept:Cure - Working together, GM and the Council of Fashion Designers of America (CFDA) are making a difference in the fight against breast cancer by raising dollars for GM's Concept:Cure fund-raising initiative. Through an unprecedented collaboration, leading fashion designers are working hand-in-hand with GM's design staff and brand teams to create one-of-a-kind versions of GM brands, called "Ultimate Vehicles". To date, the effort has raised more than $3.3 million for breast cancer research centers such as Georgetown University's Nina Hyde Center for Breast Cancer Research, the Cedars of Lebanon - Mount Sinai Center, and the Susan G. Komen Breast Cancer Foundation.

  • The GM/CFDA Concept:Cure partnership was established in 1996 as an extension of GM's support of the CFDA's "7th on Sixth Fashion Week" to evolve the automaker's efforts to develop deeper relationships with women by supporting causes that are relevant to them. Prominent fashion designers such as Tommy Hilfiger, Michael Kors, Cynthia Rowley and Nicholas Graham for Joe Boxer have lent their talents to GM vehicles such the GMC Jimmy, DeVille Concours, Pontiac Grand Prix and Chevrolet Venture, respectively.
  • Talk show host Rosie O'Donnell has been instrumental as a special GM ambassador promoting support for breast cancer research and Concept:Cure. This year, General Motors Concept:Cure and Rosie encouraged viewers to get mammograms during October, Breast Cancer Awareness Month. With celebrity guests such as Christie Brinkley and Janette Barber, the campaign encouraged nearly 130,000 women to get mammograms

Unique GM Auction Benefits Three Charities

GM teamed with eBay, the world's leading person-to-person online trading community, to auction three unique vehicle and adventure packages to benefit three charities: the Make-A-Wish Foundation of America, National SAFE KIDS Campaign and The Nature Conservancy. The vehicles included a 2000 HUMMER, a 2001 Pontiac Aztek and 2000 Monte Carlo Pace Car Replica. These vehicle and adventure packages highlight the innovative charitable opportunities created when two companies like GM and eBay join forces to further the missions of worthwhile charitable organizations.

Hispanic Initiatives

As title sponsor of the 1999/2000 concert series for Latin sensation Alejandro Fernandez, General Motors combined its ongoing support for the Hispanic community with an interactive program that allows concertgoers the opportunity to contribute their own support to the Hispanic Scholarship Fund (HSF). While the General Motors Foundation has been a national contributor to HSF for more than 15 years - with ongoing donations nearing $1,000,000 - the Fernandez sponsorship is the first major Hispanic initiative to be funded specifically through GM's Western region. Contribution efforts were held in the six-city West Coast concert series locations in late 1999.

Each concert venue contained GM's bilingual interactive product display as part of its "Measure-Up Challenge." All concertgoers participating in the challenge earned $1 toward GM's overall donation to HSF. As the largest Hispanic scholarship-granting organization in the nation, HSF recognizes outstanding Hispanic students in higher education throughout the United States and Puerto Rico.

Chevrolet's Commitment to Higher Education

Chevrolet has increased its commitment to education by adding a new high school dimension to its long-popular Chevrolet Player of the Game college scholarship program.

Beginning in the 1999/2000 season, every time Chevrolet makes a $1,000 collegiate scholarship donation through the Player of the Game program, an additional $1,000 scholarship will be donated to the high school of a college athlete from each team.

The current program, which began in 1971, awards a $1,000 scholarship on behalf of Chevrolet to the universities of one deserving football and basketball athlete from each team. Chevrolet's scholarship program began with college football and 10 years later expanded to include college basketball. Chevrolet has contributed more than $7.5 million to colleges and universities during the 29-year program.

Chevrolet was one of the first corporations to award this type of academic assistance on a consistent basis. The new high school scholarship donation element will double the contributions that Chevrolet has made annually during the program's 29-year history. Chevrolet Player of the Game combined contributions for college football, basketball and high school donations will total more than $800,000 at the conclusion of the 1999/2000 season. In previous years, college football contributions averaged $170,000 per season and basketball donations totaled $235,000 per season.

The scholarships will be distributed on a local level and Chevrolet dealers may personally present the donations to each high school and college. In addition, dealers are given the option to match the $1,000 scholarship amount in their local market.

Chevrolet's Player of the Game has awarded scholarships to over a hundred colleges and universities and has recognized thousands of athletes from around the country. Chevrolet Motor Division has been a long-time corporate sponsor of NCAA sports, including teaming up with Billy Packer during the 1999 NCAA Final Four Championship Tournament to announce the ultimate Final Four "Tournament of Champions" in Chevy Silverado's promotion.

Chevrolet's commitment to education has also been shown through other programs, such as the "Excellence in Education" award, which recognized the accomplishments of outstanding African-American and Hispanic students throughout the United States. Chevrolet also produces college guides for African-American and Hispanic high schools students annually. The guides, in conjunction with Ebony and Hispanic Magazine, provide information on scholarships, college preparation and programs focusing on African-American and Hispanic heritage.

Chevrolet Donations

Chevrolet celebrated the spirit of the Christmas season by donating a Chevy Express full-size van to a family that adopted 19 children and an all-wheel drive Astro van adapted with a Braun wheelchair lift to a single mother with special needs children.

Buick Golf Sponsorships

In addition, GM's marketing divisions sponsor many sporting events each year. For example, Buick Motor Division sponsors four major Professional Golf Association events each year. Since 1982, the four golf tournaments - the Buick Open, Buick Invitational, Buick Classic and Buick Challenge - have generated more than $14 million for charities nationwide.

Detroit Symphony Orchestra (DSO)

Broadcasts of the DSO have been sponsored nationally by GM since 1984. Because of this support, the DSO broadcasts reach more people - more than 11 million annually - than any other orchestra in the world. GM's creative packaging and narration by Dick Cavett are credited with the success of these broadcasts.

Public Broadcasting System (PBS) Programming

GM has been an underwriter and supporter of PBS for many years. In a novel agreement between a corporation and a film director, GM is the sole corporate underwriter for the works of the renowned documentary filmmaker Ken Burns through the year 2009. GM began its relationship with Burns in 1987, three years before the broadcast of the landmark series The Civil War. Later came Baseball, The West, Thomas Jefferson, and Lewis and Clark: the Journey of the Corps of Discovery, Frank Lloyd Wright and the Peabody Award-winning Not for Ourselves Alone - The Story of Elizabeth Cady Stanton and Susan B. Anthony. On January 8, 2001, Burns' latest documentary, JAZZ, will begin its 10-part, 19-hour run on PBS.

Saturn's Women At Their Best Awards

Saturn Corporation teamed with Condé Nast's Glamour magazine to honor 100 women for their community, career and personal accomplishments. The winners of the Saturn Women at Their Best Awards were chosen from nominees submitted from around the country.

In addition to being recognized for her accomplishments, each winner received a $500 cash prize to contribute to the charity of her choice. Three of the winners received a trip to New York City to attend the annual Glamour Women of the Year Awards gala, sponsored by Saturn. The three national winners also will be featured in Glamour's December issue.


GM provides support to and maintains memberships in international, national and local organizations that seek to promote our interests and make our voice heard (e.g., Alliance of Automobile Manufacturers (AAM) and local Chambers of Commerce). In 1999, GM membership support totaled more than $23.0 million.