GM: Manchester United deal only part of new ad strategy image

Manchester United have confirmed that they have signed a sponsorship deal with U.S. based automaker General Motors that will see the carmaker’s Chevrolet brand become the football club’s official car sponsor.

From tomorrow, Chevy will be one of nearly 30 corporate sponsors for Manchester United and under the deal their bowtie will appear on signs, scoreboards, team benches and on backdrops and chairs during interviews.

GM formally announced the partnership on Thursday, saying that it’s part of the plan to make Chevy an iconic brand across the globe.

Chevrolet plans to “explore several activations” across different channels such as social media and mobile as it looks to bolster the first phase of its new marketing strategy.

Joel Ewanick, chief marketing officer at GM, says the car marque’s association with football is part of its efforts to become a global brand.

“As Chevrolet continues to grow as a global brand, this is the right time to make a commitment and establish a presence in international football,” said General Motors Global Chief Marketing Officer Joel Ewanick.

“Our ambition is to connect with football in a fashion that transcends traditional sponsorship.”
The idea is that most of the fans live in emerging markets.

The company wouldn’t say how much the deal will cost, and Paul Edwards, its executive director for global marketing strategy, said it has nothing to do with GM’s decisions earlier this month to scrap a $10 million advertising spend on Facebook.

GM plans to spend $4.5 billion globally on advertising this year, the same amount as last year. Chevrolet replaces Audi as Manchester United’s car sponsor. The German brand had sponsored the football club since April 2004.