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GM Named Exclusive Automotive Partner of the Dallas Cowboys

5 August 1999

General Motors Corporation Named Exclusive Automotive Partner of the Dallas Cowboys; America's Automotive Leader Recognized as Major Player on America's Team

    WICHITA FALLS, Texas--Aug. 4, 1999--Two American legends -- General Motors Corporation and the Dallas Cowboys are creating the ultimate sports/automotive dream team with the creation of a five-year partnership.
    At a news conference today, Dallas Cowboys owner Jerry Jones and Larry Hice, GM general manager, South Central Region, announced that General Motors Corporation, America's largest car and truck manufacturer, would be the exclusive automotive sponsor of the Dallas Cowboys.
    In making the announcement at the Dallas Cowboys' 40th training camp, Jones said, "This partnership is an excellent showcase of two of America's greatest success stories. Both GM and the Cowboys have achieved greatness through hard work, a desire for excellence and teamwork. Together, we'll create the ultimate team for our fans."
    Hice also announced that GM will receive exclusive automotive rights with the Cowboys including the following:

    -- Display signage throughout Texas Stadium including Diamond
    Vision screen signage, concourse signage, etc.

    -- GM/Cowboys seat cushions on every seat in Texas Stadium --
    seat cushions represent each of GM's sponsoring automotive
    divisions

    -- Dot Race Promotion

    -- Advertising opportunities including internal publications,
    Cowboy sponsored broadcasts, etc.

    -- Official vehicle of the Dallas Cowboys

    -- Public address announcements during home games

    -- Promotional opportunities for its 1,542 dealers located
    within the Cowboys markets

    -- Vehicle displays at all home games

    -- Automotive exclusivity and recognition as the official
    sponsor of the Dallas Cowboys

    -- And additional consideration

    "This new team of GM and the Cowboys will be identified by instant recognition and prestige," said Hice. "This partnership will also translate into some very interesting future opportunities for our customers, fans and employees. Thanks to more than 1,500 GM dealerships within the Cowboy markets, we will be able to take the dynamics of the on-field action to the fans."
    One such opportunity will be the newly developed Official Dallas Cowboys Limited Edition design that was unveiled at the news conference. Featuring the Dallas Cowboys' team colors and logo, the package will be offered on select new GM vehicles.
    Hice also announced that the Cowboys and GM are developing projects and activities that will benefit various community and charitable groups.
    With more than 7,500 dealers throughout the United States, GM sold more than 6.4 million new cars and trucks in 1998. GM's sponsoring automotive divisions include Buick, Cadillac, Chevrolet, Oldsmobile, Pontiac and GMC models.
    Having won five Super Bowls, the Dallas Cowboys team has achieved legendary ranking within professional football. The team has starred such players as Tony Dorsett, Bob Lilly, Don Meredith, Mel Renfro, Roger Staubach and Randy White, and is currently led by Troy Aikman and Emmitt Smith.