GM remains confident in its sponsorship deal with Manchester United, despite bad season

Article by Christian A., on July 29, 2014

Manchester United definitely had a bad season, but that failed to deter General Motors' confidence in the $559-million (EUR415 million) multi-year sponsorship agreement with the world famous football club. In fact, the Chevrolet logo, was seen attached on the jerseys of Man U’s players' for the first time last week, when the English team won over the Los Angeles Galaxy 7-0 in a friendly match at the Rose Bowl in Pasadena, California.

Chevrolet is a global volume for GM, and Man U missing on major tournaments in Europe this year and failure to grab any championship last year meant less TV exposure time not just for the club, but also for the brand. In that case, it was only logical for some sponsorship experts to conclude that GM has overpaid Man U, especially that the carmaker will halt Europe sales of the Chevrolet brand by end of next year.

However, GM executives have been reiterating that the real benefit of the agreement is that it would help connect the brand with Man U massive fan base in Asia, when GM is seeing a good sales potential for Chevrolet. But, many still believes GM did not make the wrong, since German company Adidas recently inked a 10-year, EUR1 billion sportswear agreement with Man U.

Chevrolet’s agreement with Man U does not end with having its logo placed on shirts or jerseys. The brand is also developing online relationships with its around 659 million fans around the world, especially in China.

To achieve this task, Chevrolet has set up a dedicated Web site and is planning to launch a number of digital applications for wireless devices. Tim Mahoney, chief marketing officer for Global Chevrolet, told Reuters that they are buying into the brand," referring to Man U.

“We're in it for the long haul." GM has created a video for the launch of the Man U jersey, which can be availed online at ChevroletFC.com. The video shows Man U fans wearing the club's different jerseys over the years, with the latest version – the one with Chevrolet logo – worn by star striker Wayne Rooney. It has so far received over 3.5 million views.

Topics: gm

If you liked the article, share on:

Comments

Recommended

Kia’s Sorento midsize sports utility vehicle is reaching its mid-cycle for the 2018 model year. Thus, its fans, enthusiasts and satisfied customers are expecting the Sorento to receive an update...
by - July 22, 2017
The Lotus Evora Sport 410 astonished the world after arriving as the more powerful and lighter edition of the already impressive Evora 400. Now, Lotus Cars is throwing in another...
by - July 22, 2017
The Europe-bound WRC hatch developed by Toyota and Gazoo Racing team will be limited to just 400 examples as reported by AutoCar this week. Otherwise known as Gazoo Racing Masters...
by - July 21, 2017
Even cops get excited when they’re assigned to drive the best cars in the market. In Austria, police officers drive around in a Porsche 911 Carrera while in Milan, authorities...
by - July 21, 2017
Subaru has already announced that the all new Impreza will be out by fall this year. The 2018 model year not only gets a number of new upgrades, but it...
by - July 21, 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