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.
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.
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
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.
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.
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
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
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.
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
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
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.