This is nothing new. They used to give a Cadillac. GMC is a sponsor. They (GM) are auctioning off stuff (Super Bowl tickets, etc.) and donating the $ to the United Way.
GM does give to those in need too...They just don't get the same attention for it. I posted a link in the Kid Rock thread of one axample....Problem is NO ONE cares
They will present the car to the MVP at the game...you know how much a SB commercial costs, so think of it as a cheap Camaro commercial....