General Motors announced last week that it will donate 50 cents to breast cancer research for each ticket purchased for Women's National Basketball Association games this season.
The program is part of the automaker's initiative to attract more women buyers.
'By building relationships with women through issues that they care about, we can significantly increase their awareness and consideration of our brands,' said Phil Guarascio, GM's general manager of marketing and advertising.
In March, GM signed a three-year contract to be the sole automotive sponsor of the Women's National Basketball Association.
The first season begins June 21.
In December, the automaker raised $708,000 for breast cancer research by auctioning off one customized version of the Buick Riviera, GMC Yukon, Oldsmobile Bravada, Cadillac STS and Chevrolet Camaro.
Buick announced that it will designate a Buick Regal Supercharged Player of the Game for each nationally televised Women's National Basketball Association contest.
Buick will donate $1,000 to breast cancer research in the name of the selected player.