SBD/23/Sponsorships Advertising Marketing

GM HOPES TO ATTRACT WOMEN CONSUMERS THROUGH WNBA SPONSORSHIP

          GM's $3.5M sponsorship of the WNBA is an attempt "to
     build relationships with women, who are estimated to make 80
     percent of the consumer buying decisions in America today,"
     according to Jon Pepper of the DETROIT NEWS.  GM's
     involvement comes "at two levels," at the "higher end," GM
     is buying commercial time on the WNBA's TV broadcasts, and
     at the "lower end," it is using grassroots marketing, having
     WNBA players represent it at schools, shopping centers and
     charitable events.  GM VP/North American Advertising &
     Marketing Philip Guarascio: "There's a purity about the
     game, an innocence that gives it more of an Olympic feel
     than an NFL feel."  Mark Hines, GM's Assistant Brand Manager
     for Buick Regal: "We're not looking at it as political
     correctness.  It's a great opportunity to connect with
     people."  Meanwhile, the WNBA expansion Detroit Shock has
     sold 17,000 tickets for its June 13 opener, and Palace
     Sports & Entertainment President Tom Wilson said he expects
     a league-record 22,000 for the game (DETROIT NEWS, 3/22).

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