Chevrolet Sponsorship of Music Tour Criticized

Chevrolet’s national sponsorship of a Christian music tour has caused controversy, with some faith leaders -- and leaders of no faith -- saying the mix of corporate and Christian interests is inappropriate.

The “Come Together and Worship” tour, which began this week in Atlanta, includes three well-known names in evangelical Christian circles: musicians Third Day and Michael W. Smith and author Max Lucado.

Although black gospel music tours, such as one earlier this year featuring the Winans family, have had secular corporate sponsors, the 16-city “Come Together” tour marks a new phase in support of the predominantly white contemporary Christian music industry, said Frank Breeden, president of the Gospel Music Assn.

“This is more than just simple niche marketing,” said Tony Hileman, executive director of the Washington-based American Humanist Assn. “It represents a significant entry into the culture war by a major corporation.”

Chevrolet and organizations linked to contemporary Christian artists say the sponsorship is simply good business.

“It recognizes the growing importance of contemporary Christian music to millions of Americans, especially in the Southeastern United States,” said Tom Wilkinson, director of communications for the Detroit-based Chevrolet Motor Division.