Chevrolet to announce new partnership with Manchester United

Article by Christian A., on May 30, 2012

It appears that General Motors Co.’s Chevrolet brand wants to show us that it loves football as the auto manufacturer and the United Kingdom Manchester United football club are planning to announce a partnership. According to Automotive News, GM has invited reporters to an announcement by Chevrolet and Manchester United, which will take place in Shanghai, China on Thursday.

GM's chief marketing officer, Joel Ewanick, will also hold a briefing at company’s headquarters in Detroit regarding a Chevrolet global sports marketing initiative. Apparently, Manchester United was chosen due to the fact that it is very popular in Asia and it will travel to China in order to play two exhibition matches during the off-season.

With 19 championships won in Europe and with 659 million followers, Manchester United is considered to have one of the most popular club in the world. "Our followers have doubled in five years," Manchester United's commercial director Richard Arnold told reporters in London on Tuesday. "It's important to the club, not only for commercial partnerships: It gives us a road map to understand exactly what's going on."

Headquartered in Detroit, Michigan, Chevrolet – formally the Chevrolet Division of General Motors Company – is a division of GM. Interestingly, GM and Chevrolet have a common founder in the persona of William C. Durant. After being casted out from the management of GM in 1910, Durant went on to collaborate with Louis Chevrolet, a Swiss race car driver and automotive engineer.

Durant and Chevrolet co-founded Chevrolet Motor Company in Detroit on November 3, 1911. They were backed by investment partners William Little, James H. Whiting, Edwin R. Campbell.

Chevrolet first used the iconic "bowtie emblem" logo in 1914 on the H series models (Royal Mail and Baby Grand) as well as on the L Series Model. 

After differences with Durant over design, Louis Chevrolet sold his share in the company to his co-founder in 1914. By 1916, Chevrolet’s profit success allowed Durant to repurchase a controlling interest in General Motors. The deal was completed in 1917, and Durant became president of General Motors, with Chevrolet was merged into GM as a separate division.

Based in Old Trafford, Greater Manchester, England, Manchester United Football Club -- commonly known as Man United and nicknamed as The Red Devils -- is a professional football club that competes in the Premier League in the United Kingdom. Manchester United was established in 1878 as Newton Heath LYR Football Club by the Carriage and Wagon department of the Lancashire and Yorkshire Railway depot at Newton Heath. By 1888, Manchester United became a founding member of The Combination regional football league.

In January 1902, the Newton Heath Football Club was served with a winding-up order. Fortunately, Captain Harry Stafford found four local businessmen to invest in the football club. Thus on April 24, 1902, the Newton Heath Football Club was renamed to Manchester United Football Club.

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