General Motors Corporation Brands Texas Stadium; Home of Dallas Cowboys Offers Fans New GM Comforts

26 August 1999

General Motors Corporation Brands Texas Stadium; Home of Dallas Cowboys Offers Fans New GM Comforts

    DALLAS--Aug. 26, 1999--Texas Stadium, home of the Dallas Cowboys, has received a face-lift courtesy of General Motors Corporation. By the time the Cowboys and Denver Broncos kick off on Sunday, Aug. 29, Texas Stadium will have undergone a transformation with GM's name all over it.
    Under a five-year partnership, GM is the official automotive sponsor of the Cowboys and the official vehicle for the team. The partnership also includes alterations for Texas Stadium. Fans will enjoy some extra comfort at Sunday's game after 65,000 GM cushioned seat covers are installed. The seat cushions represent all of GM's sponsoring automotive divisions and come complete with a zippered silver pouch bearing the Cowboy's signature blue star.
    With help from Circle Ten Council of the Boy Scouts of America and Girl Scouts of the USA, GM will fill the pouches at home games with informational material and promotional items.
    "Starting with Sunday's stadium additions, Cowboys fans will immediately associate their favorite team with America's automotive leader, GM," said Larry Hice, GM general manager, South Central Region. "When the chairs are folded up, the pouch of the GM seat cushion hangs over the seat, and the view of a sea of 65,000 blue and silver Cowboys stars is simply amazing. But the seat cushions are just part of Texas Stadium's new GM package."
    Along with a comfortable seat, Cowboys fans will find GM display signage throughout Texas Stadium, including Diamond Vision screen signage. The stadium's walls are also adorned with 10-by-11-foot murals, featuring original artwork commissioned by GM. The Dot Race Promotion now bears GM's name, and public address announcements for GM will be heard at every home game as well.
    For those interested in checking out some of GM's latest vehicle lines, 25 GM cars will be on display at Gates 1 and 10 for all of this season's home games. These cars will sport the new Dallas Cowboys trim package, featuring the team colors and logo. The package is now available to GM customers on select vehicles in the GM lineup.
    "Fans will be literally surrounded by GM when they walk into Texas Stadium," said Hice. "We invited close to 200 dealers and wholesalers to this pre-season game so they could get the first look at all of the changes that have been made. This partnership is going to offer a lot of opportunities for customers and fans as well as excellent promotional opportunities for our GM dealers located within the Cowboy markets."
    The partnership of these two American legends was announced by Dallas Cowboys' owner Jerry Jones and Hice at a news conference earlier this month at Cowboys training camp in Wichita Falls, Texas. Hice announced that GM had exclusive automotive rights with the team and unveiled the new trim package.
    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.
    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.