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  • GENERAL MOTORS OF CANADA LTD.

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    Nominated by Alpine Ski

    Sponsorship of the Pontiac GMC Cup represents a return to championship ski racing for General Motors, which had a very successful association with Alpine ski racing and the Pontiac Cup, between 1969 and 1981. This was a series, which produced Canadian skiing greats such as the "Crazy Canucks". This premier racing series is geared towards the development of Canada's aspiring ski racers leading to World Cup and Olympic competition. Pontiac and GMC is also the official vehicle of the Canadian Alpine Ski Team and the National Alpine Championships. General Motors has contributed cash, vehicles and media weight to help promote skiing in Canada.

    Nominated by the Spirit of Sport Foundation

    In 1998, General Motors of Canada Ltd. signed a three-year sponsorship agreement with the Spirit of Sport Foundation to help build the profile of the Spirit of Sport campaign, its messages and programs, including presenting sponsor of the Canadian Sport Awards. A multi-media advertising campaign during 1998, focusing on amateur sport and the reasons athletes take up sport in the first place, has helped build the profile of the campaign and to promote the important messages of honesty, commitment, hard work and respect.


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