January 28, 2004

Cadillac to be official vehicle of Super Bowl

Detroit, Michigan – For the third consecutive year, Cadillac will be the Official Vehicle of the Super Bowl. The sponsorship will include special pre-game fan events and sponsorship of the post-game MVP celebration.

“Like Cadillac, the Super Bowl is a celebration of American success,” said Chris Hamer, Cadillac director of advertising and promotions. “The Super Bowl is a natural venue for Cadillac to showcase our ongoing product renaissance.”

Four Cadillac vehicles along with a 6-foot replica of the MVP Trophy will be displayed at the stadium entrance from the Super Bowl Corporate Hospitality and Official Tailgate party. Attendees will have the chance to have a digital photo taken, which they will later be able to download from the Internet.

Cadillac will sponsor the “Iron Man” show, hosted by CBS broadcaster and former Super Bowl MVP Phil Simms and airing from 1 p.m. to 2 p.m. EST on CBS. Cadillac General Manager Mark LaNeve will award an Escalade to the NFL player who wins Simms’ Iron Man award.

In addition to game-day activities, Cadillac will have a presence in the days and weeks leading up to the game. More than 400 Cadillac vehicles with a Super Bowl logo are being provided to the NFL to be used during Super Bowl week. Cadillac also will have a fleet of 35 Escalades on hand for use by VIPs.

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