DETROIT -- Volvo Cars of North America Inc. will be a chief sponsor of the global Live 8 concert on Saturday. Organizers say they intend the concert to raise public awareness of ways to end poverty in poor nations.
Volvo will air six commercials during ABC-TV's two-hour telecast of the concert. Volvo's logo will appear at the sites of each of the concert's nine cities: Philadelphia; London; Paris; Rome; Berlin; Tokyo; Johannesburg, South Africa; Edinburgh, Scotland; and Toronto.
The company will provide transportation for performers in Philadelphia and London. Volvo also will sponsor the DVD release of the Live 8 concert film, scheduled for November.
The concert broadcast on TV or online is expected to attract 2 billion people.
"Each day, more than 50,000 people die of poverty," says Hans-Olov Olsson, CEO of Volvo Car Co. "Our Live 8 sponsorship is one more way for us to show and tell our commitment to improving the quality of life for people across the world."
Bob Geldof, who founded Live Aid in 1985, is organizing the concert. Geldof and other advocates are calling on the G8 group of the world's largest industrial nations, including the United States, "to drop the debts owed to them by the world's 18 poorest countries and to significantly increase the aid provided to those countries."
Scheduled Live 8 performers include Paul McCartney, U2, Stevie Wonder, Pink Floyd, Annie Lennox, Sting, Jay-Z, Linkin Park, Mariah Carey, Destiny's Child, the Dave Matthews Band, Joss Stone, REM and Coldplay.
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