Manchester United’s new home shirt, which puts front and center the Chevrolet logo, marks the debut of one of the most important and controversial marketing moves from the US automaker.
The shirt’s introduction – which can be digitally tried on by fans on www.ChevroletFC.com – marks the start of the seven-year agreement to sponsorship the renowned British football club.
“Our presence on the new Manchester United home shirt is a highly anticipated moment for the club’s more than 659 million followers around the globe, and for the Chevrolet brand,” said Tim Mahoney, chief marketing officer, Global Chevrolet. “From the beginning of our partnership with Manchester United more than two years ago, we pledged to bring fans closer the game. This celebration of the new shirt will honor that pledge by making them part of the unveiling.”
The introduction is fashionably timed, as interest for football (soccer in the US), is rising to a climatic level as the FIFA World Cup comes near its conclusion in Brazil on July 13. The only hindrance to Chevy’s marketing deal – which makes them only the fifth shirt sponsor in a 136 years long history – is that GM is on the verge of taking off the brand from the Old Continent. Luckily, the English Premier League, and Manchester United as one of its top clubs, has a worldwide fan following.