Ex-GM CMO Joel Ewanick says Manchester United deal was no-brainer

Article by Anita Panait, on October 21, 2013

Joel Ewanick, the former global marketing chief of General Motors, remarked that signing the Chevrolet-Manchester United sponsorship agreement that eventually led to his dismissal in July 2012 was a "no brainer." Ewanick said that it was clear that the agreement would bring Chevrolet increased brand exposure, purchase consideration and global awareness worth "over four times" the sponsorship's cost.

Sources have estimated the sponsorship deal to cost Chevrolet $600 million over seven years. Ewanick was terminated weeks after the announcement of the Manchester United sponsorship deal. At the time, a GM spokesman said that Ewanick was dismissed after he "failed to meet the expectations the company has of an employee." Sources, however, later said that the improper handling of the sponsorship deal led to Ewanick's dismissal from GM.

Ewanick said during the J.D. Power Automotive Marketing Roundtable that they “crunched more data than I've ever seen.” He remarked that they had three separate media and consulting firms take a look at the deal and its estimated worth, adding that they even had the “internal GM team do it.” He said that for the amount of money involved in the sponsorship agreement, it was the “biggest no-brainer I've seen."

The Manchester United sponsorship deal is one of the few major schemes from Ewanick's tenure at GM that are still being implemented. Days after Ewanick's dismissal, the deal was expanded to include the right for Chevrolet to display its logo on the Manchester United team's jerseys – something that was not part the original deal Ewanick inked. [source: Jalopnik]

Topics: gm

If you liked the article, share on:

Comments

Recommended

Kia is taking things a step further with the new Kia Stinger, which they first introduced at the 2017 Detroit Auto Show. With the specs given to us by the...
by - June 25, 2017
Earlier this week, Nissan revealed a teaser of the new 2018 LEAF’s interior, giving us an idea of what the electric vehicle has to offer. The company released a video...
by - June 25, 2017
The primary suggestion of a 4x4 ute from French company Peugeot was first revealed in 2016. Fifteen months later, the production version is launched. Now, Peugeot is not shying away...
by - June 24, 2017
The new Jaguar E-Pace crossover will soon hold its official launch on July 13 and is expected to arrive at the showrooms by early next year. It couldn’t have come...
by - June 24, 2017
As prices of the original Shelby Cobra have skyrocketed into astronomical proportions, there are firms like Superformance that serve replicas to consumers who demand the same levels of performance at...
by - June 24, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries