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GM BECOMES OFFICIAL SPONSOR OF WORLD CUP '94

 GM BECOMES OFFICIAL SPONSOR OF WORLD CUP '94
 NEW YORK, July 16 /PRNewswire/ -- General Motors Corporation


(NYSE: GM) and a number of its key operating units throughout the world will be the exclusive automotive sponsors of the World Cup '94 soccer championships, it was announced today.
 GMC Truck Division will headline the U.S. portion of GM's worldwide sponsorship as the exclusive U.S. vehicle sponsor of World Cup '94. Details of GM's sponsorship were unveiled here today at the monthly meeting of the International Motor Press Association (IMPA).
 "We look forward to participating in a premier international event like the World Cup," said Lewis B. Campbell, GM vice president and general manager of GMC Truck. "With its enormous worldwide following and growing interest in the United States, the World Cup will offer us an exclusive and strategic marketing platform to build brand image and showcase our outstanding lineup of trucks and vans."
 World Cup '94 will be played June 17 to July 17, 1994, in nine U.S. venues. The month-long competition is expected to attract more than 1.5 million visitors from around the world, and a cumulative international television audience of some 30 billion viewers, Campbell noted.
 Several GM units from around the world will join GMC Truck and GM Corporate in the coordinated sponsorship arrangement, including GM Europe, Adam Opel AG (Germany), GM do Brasil (Brazil), GM de Mexico, GM Venezolana (Venezuela), GM Colmotores (Colombia) and GM Chile.
 "We are pleased to have a company with the international stature of General Motors join us for this historic World Cup -- the first to be played in the United States," said Alan I. Rothenberg, chairman, president and chief operating officer of World Cup USA 1994. "We think it's natural to have the world's largest automaker as part of the biggest sporting event in the world."
 GM's World Cup sponsorship strategy was directed by the staff of Philip Guarascio, general manager of Marketing and Advertising for GM's North American Operations (NAO). Guarascio noted GM is one of only 10 worldwide sponsors of World Cup '94. Along with being part of an exclusive sponsorship, GM's World Cup involvement is unique in several other respects, he said.
 "This is the first time in our history GM units from around the world have joined forces to sponsor a high-profile international event like the World Cup," he explained. "Another unique feature is that the sponsorship will be promoted differently by each of the participating GM units. We used the total leverage of GM to negotiate the deal, but now we'll move out of the way and let the individual operations maximize the sponsorship to their own best advantage.
 "A sponsorship like this truly underscores GM's global presence and our ability to gain marketing efficiencies on an international scale," he added.
 As the exclusive automotive sponsors of World Cup '94, GM and its operating units will have four field-level advertising boards and product displays in conjunction with each of the 52 championship matches to be played in the U.S. In addition, participating GM units will have exclusive automotive rights to promote the World Cup '94 sponsorship in their respective advertising, promotion and sales efforts now through the staging of the matches.
 McCann-Erickson Worldwide served as GM's negotiating agent for the World Cup sponsorship, Guarascio said. McCann's counterpFA), world soccer's governing body.
 "Today marks the beginning of GM's worldwide relationship with the World Cup championship," Guarascio said. "We now look forward to the challenge of taking full advantage of the enormous popularity of soccer throughout the world, and its growing popularity here in the United States."
 -0- 7/16/92
 /CONTACT: T.R. Klipstine of GMC Truck, 313-456-2100; T.J. Pyden of GM, 313-556-2034; or J.R. Harned of GM International, 313-556-3827/
 (GM) CO: General Motors Corporation; World Cup USA 1994 ST: Michigan IN: AUT SU:


JG -- DE016 -- 9776 07/16/92 12:54 EDT
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Date:Jul 16, 1992
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