---

General Motors, NBC, USOC Announce Historic Sponsorship Effort

30 July 1997

General Motors, NBC, USOC Announce Historic Sponsorship Effort

    NEW YORK, July 30 -- General Motors , NBC and the
United States Olympic Committee (USOC) made sports history today with the
announcement of a landmark media and event sponsorship agreement.  The
extended deal represents a multimillion dollar investment with the USOC and
NBC Sports, designating General Motors the Official Domestic Car and Truck of
the U.S. Olympic Team through the 2008 Olympic Games.
    "Broad consumer enthusiasm for the spirit of the Games, combined with the
economic benefits of a long-term pact make this an unprecedented business
opportunity for GM and its brands," said Phil Guarascio, vice president and
general manager, GM North American Operations Marketing and Advertising.
    "With this one stroke, we've forged a unique alliance with the USOC and
NBC, creating an undeniable competitive advantage in the marketplace,"
Guarascio added.
    "General Motors is the first of the major Olympic sponsors to commit to a
long-range agreement," said John Krimsky, deputy secretary general of the USOC
and president of Olympic Properties of the United States.  "This represents a
partnership that will mean long-term security for our U.S. Olympic athletes
who rely on sponsors like GM to help them realize their dreams."
    The contract with the USOC entitles General Motors, its divisions
(Chevrolet, Pontiac-GMC, Oldsmobile, Buick, Cadillac and Saturn) and
subsidiaries (including GM Goodwrench, ACDelco, GMAC and Delphi Automotive),
as well as GM's newest brand, GM Certified Used Vehicles, to use the official
domestic car and truck distinction, and the Olympic rings and logos in all
advertising and marketing efforts.
    The media agreement with NBC through 2008 includes the network's exclusive
coverage of the Olympic Games and all other Olympic programming.
    "As I have often said, the word which best defines NBC Sports is
'partnership,'" said Dick Ebersol, president, NBC Sports.  "We are blessed to
have such a partner in General Motors, without whom we simply would not be
enjoying the kind of success we have had.  With this extraordinary
reinforcement of a long-standing partnership, General Motors expresses the
same passion that we feel for the Olympics."
    In addition, General Motors is the Official Domestic Car and Truck for the
2002 Olympic Winter Games in Salt Lake City.  This will provide General
Motors, its divisions and subsidiaries on-site rights in Salt Lake City,
similar to their involvement in the 1996 Olympic Games in Atlanta.
    "The Olympic Games in Atlanta proved to be a valuable and cost-effective
marketing investment," Guarascio added.  "The substantial knowledge from that
experience will be useful as we develop, execute and measure Olympic-related
marketing activities into the next millennium."
    General Motors and the USOC also intend to expand their relationship to
include sponsorship of the 41 National Governing Bodies that oversee Olympic
and Pan American Games sports.
    "Our goal of creating a portfolio of distinct power brands will be
enhanced by the unlimited planning horizons and marketing momentum created by
a deal of this size and scope," Guarascio added.

SOURCE  General Motors Corporation