Chevrolet Go Red
From the start of the 2014/2015 season, Manchester United will have a new team sponsor on their shirts – only the 5th in their history – and that sponsor are General Motor’s giant, Chevrolet. Although it has not yet been announced just how much the 7-year sponsorship is worth, and the odds are on a pretty penny considering United’s worldwide appeal and global fanbase, announcing the deal United’s Commercial Director, Richard Arnold, said: “This is a fantastic, long-term deal for the Club. We have been partners with Chevrolet for only six weeks, but already they have produced some fantastic ideas that will benefit both the partnership and our 659 million followers around the world. They are a key partner on our current tour and I know they have enjoyed experiencing the buzz generated by our fanatical support and the sell-out crowds in South Africa, China, and Europe. It is a great thrill for those of us who work with partners all year round when an existing partner steps up to being one of our principal partners. This commitment to United and its fans will bring real benefits to everyone who cares about the Club.” The US-based car company will replace Aon, whose partnership with United began in the 2010/11 season.
Alan Batey, General Motors North America Vice President, U.S. Sales and Service said:
“We are extremely proud to connect our brand, Chevrolet, with Manchester United and its passionate supporters all around the world. Manchester United’s statistics are impressive, but this relationship goes far beyond the numbers – this relationship is about connecting our brand with the deep-seated emotion that surrounds the team everywhere it goes.
“When you consider the core values of Chevrolet, our passionate customers around the world, and our rich 100 year history, the partnership with Manchester United is a perfect fit. And, to be only the fifth name on the iconic red jersey is a genuine honour. We very much look forward to the road ahead and the opportunities we have in partnering with such a legendary club.”
When you consider that the Manchester United brand itself is worth millions around the world, with a high percentage of fans in the Far east especially, whatever the cost of Chevrolet’s deal with the Manchester-based club, is worth it.
Chevrolet is General Motors’ largest global brand with annual sales of more than four million vehicles in more than 140 countries, and the 4th biggest global car brand in terms of sales. And by entering into partnership with one of the biggest-grossing football clubs in the world – some would say the biggest depending on what figures you use – Chevrolet will continue to be one of the fastest growing brands in the world. According to Forbes magazine, Manchester United is the most ‘valuable’ sports club in the world and is said to have an estimated 659 million followers worldwide, so if each one of those followers buys a Chevrolet…I’d be very very surprised,.
But this is serious money that Chevrolet have invested, and a serious lot of marketing will be pushed around the time that the logo appears on the shirts – but when it does that is when it becomes more serious than that!
Still; a quick note to Chevrolet and General Motors. Don’t expect too many sales in Manchester, but an upsurge in the Surrey area around London and along the M40 corridor.