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General Motors, NFL Extend, Expand Relationship


September 2005
 Filed under: GENERAL MOTORS CORPORATE Car News | GENERAL MOTORS CORPORATE Headlines
New York - General Motors and the National Football League extended and expanded their partnership to incorporate multiple divisions of the world's leading automaker, it was announced today. In addition, GM will broaden its reach to capitalize on a year-round marketing alliance that will encompass the regular season, playoffs, the Super Bowl and Pro Bowl and key NFL events including Kickoff and the Draft.
The new four-year agreement significantly expands on the previous deal signed in 2001 during which Cadillac had been the official vehicle of the Super Bowl and Pro Bowl.

Highlights and activation plans of the four-year agreement include:

* Automotive category exclusivity for General Motors as an NFL sponsor.
* GMC will now become the NFL's Official Vehicle for the regular season. GMC is partnering this season with ABC's Monday Night Football for pre-game integration and in-game spots including Sunday Night and Monday Night Football.
* Cadillac remains the Official Vehicle for the Super Bowl and Pro Bowl and will provide a new vehicle for the Most Valuable Player in each of those games, a status the luxury Division had under the prior agreement.
* Hummer becomes the Official Vehicle for the NFL Draft.

"We're delighted not only to be back with the National Football League, but also to be able use this extremely popular sport as a platform to promote three of our Divisions," said Brent Dewar, Vice President of Marketing and Advertising for GM.

The NFL has achieved icon status in this country and associating our own iconic brands with the league allows us to tap into a vast, diverse and very engaged consumer audience."

"We're pleased to continue and deepen our partnership with GM," said Phil Guarascio, the NFL's lead executive in charge of sales and marketing. "GM's increased year-round commitment as a sponsor across three divisions reflects our ability to deliver more value to our partners."

The overall package not only includes exclusivity for GM as an NFL sponsor, but provides significant broadcast (including NFL Network) exposure, along with dealer hospitality, promotional and branding opportunities and grants GM full use of the league's marks and logos and collective use of team logos.

General Motors Corp. (NYSE: GM), the world's largest automaker, has been the global industry sales leader since 1931. Founded in 1908, GM today employs about 321,000 people around the world. It has manufacturing operations in 32 countries and its vehicles are sold in 200 countries. In 2004, GM sold nearly 9 million cars and trucks globally, up 4 percent and the second-highest total in the company's history. GM's global headquarters are at the GM Renaissance Center in Detroit. More information on GM can be found at www.gm.com.

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