General Motors Prepares Chevrolet Sponsorship Deal with Manchester United
General Motors is set to announce a Chevrolet sponsorship with Manchester United, aiming to reach the club’s global fan base as it expands in Europe and emerging markets.
General Motors is finalising a major sponsorship agreement between its Chevrolet brand and Manchester United, according to people familiar with the plans. The deal is expected to be announced soon, with the aim of leveraging Manchester United’s international reach to support Chevrolet’s growth in Europe and emerging markets.
The agreement marks a shift in GM’s marketing strategy as the company looks to raise Chevrolet’s profile outside North America. Manchester United is regarded as the world’s most valuable football club by Forbes, and research from Kantar puts its global following at 659 million people. GM is targeting this audience as it seeks to increase Chevrolet sales in regions where the brand is less established.
Manchester United’s global reach
Manchester United’s commercial director, Richard Arnold, has highlighted the club’s rapid growth in followers over recent years. Kantar’s research found that football now has 1.6 billion fans worldwide, reinforcing the value of partnerships with leading clubs. For GM, this offers a direct route to a vast and engaged audience, particularly in markets where football’s popularity far outstrips American sports.
Chevrolet’s global sales reached 4.76 million vehicles in 2011, but the brand’s presence in Europe and developing markets remains a work in progress. GM’s decision to align Chevrolet with Manchester United reflects a broader push to establish Chevrolet as a truly global marque. The company is seeking to build on the club’s brand strength in Asia, Africa and Latin America, where Manchester United commands a particularly strong following.
Marketing shift after Facebook ad withdrawal
The timing of the Manchester United sponsorship comes as GM reconsiders its advertising strategy. The company recently announced it would stop paid advertising on Facebook, citing doubts about the effectiveness of online ads compared with traditional media and global sponsorships. In 2011, GM spent $1.1 billion on US advertising, with $271 million allocated to online display and search ads, excluding Facebook. The Manchester United deal signals a move towards high-profile partnerships that can deliver global exposure.
No official figures have been released regarding the cost of the sponsorship, and a GM spokesperson declined to comment on details. The company’s strategy, however, is clear: to use Manchester United’s worldwide appeal to accelerate Chevrolet’s growth in international markets. The deal is expected to be a centrepiece of Chevrolet’s global marketing in the coming years.
