GM Plans More TV Sponsorship Spending in 2011

GM's spending on sponsorship deals could include a reality television show that would feature Chevy Volt electric hybrid.

Published: 17-Jan-2011

General Motors Co (GM.N) plans to step up its spending on sponsorship of TV entertainment in 2011, driven by a growing interest in reaching more women who might be drawn to its long-time support of sports like baseball and golf.

One project in development: landing a role for GM's plug-in hybrid Chevy Volt in a reality show.

"We're really getting aggressive in the entertainment space," Steve Tihanyi, GM's general director of sports and entertainment, said during the Detroit auto show.

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