Last week, General Motors announced a five-year sponsorship deal with Manchester United, the world’s most popular football club, fixing Chevrolet as the team’s exclusive automotive sponsor.
The US based automaker is hoping to piggyback on Manchester United’s fan base of an estimated 659 million people to boost its Chevy brand, especially in such growing Asian car markets as China, where the soccer club has 108 million fans.
The move came weeks after GM said it would no longer advertise on Facebook or at the Super Bowl, the American football championship and one of the country’s most-viewed television events each year.
“There’s a lot of value in the Super Bowl,” Ewanick told reporters at the automaker’s Detroit headquarters. “But at one point it gets to be too expensive. Enough is enough, you have to pull back.”
Manchester United is the world’s most popular club, with 659 million followers worldwide, according to a survey from market researcher Kantar released this month.
Worldwide, there are 3.5 billion football or soccer fans compared to 400,000 million who are NFL fans.