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Chevrolet Looks to Score with Man United Sponsorship

Team debuting new jerseys adorned with gold bow tie logo.

by on Jul.07, 2014

Chevrolet kicked off its sponsorship deal with Manchester United with a video debuting the team's new Bow Tie emblazoned jerseys.

Chevrolet is finally launching one of its boldest and most controversial marketing efforts as the maker unveils Manchester United’s new home shirt, sporting the Chevy logo.

As part of Chevrolet’s partnership with the Manchester United, one of the world’s most famous sports franchises, fans can try on the new shirt with the Chevy logo digitally at www.ChevroletFC.com. The introduction of the new shirt kicks-off Chevrolet’s seven-year agreement as Manchester United’s shirt sponsor.

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“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. (more…)

Value of Deal with Man United Getting Early Test

$559 million tie-up got marketing chief fired.

by on Apr.15, 2014

Manchester United's Phil Townsend (left) and Chevrolet U.S. Marketing Vice President Paul Edwards announce Chevrolet's sponsorship of Manchester United's match vs. Real Madrid at the University of Michigan on Aug. 2.

One of General Motors’ most controversial marketing endeavors will be on full display as the Manchester United Football Club will barnstorm in the U.S. this summer, wearing their new jerseys, featuring the Chevrolet brand logo in distinctive colors.

With 60% of Chevrolet’s sales outside the United States, the maker is looking to make an impact in markets around the world. The $559 million, seven-year deal with Manchester United, which sidelined the career of at least one senior GM executive, also offers Chevrolet an opportunity to change the conversation around the brand away from the ignition-switch recall controversy, which has swamped the company in recent weeks.

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Manchester United, which is considered by some to be the best, if not the best-known, soccer club in the world, will play the L.A. Galaxy of Major League Soccer in the Chevrolet FC Cup, July 23, at the Rose Bowl in Pasadena, Calif. (more…)

Chevrolet Hopes to Keep Buzz Going During Oscars

Strategy includes running ads during high-profile telecasts.

by on Feb.28, 2014

Chevrolet is keeping a high profile during big television events, like this year's Oscar ceremony. The division is showing a 60-second film from South Korean filmmaker Jude Chun that features the 2014 Chevy Cruze.

Chevrolet plans to make another advertising splash during another huge television event: the Oscars.

The maker is airing a 60-second film by South Korean independent filmmaker Jude Chun, who beat out 23 other filmmakers for the privilege of getting his movie shown during the Oscars.

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“We asked filmmakers to create a short film that celebrates simple but significant moments in life that demonstrate the power of hope and possibility,” said Tim Mahoney, Chevrolet’s global chief marketing officer, in a statement. (more…)

Ewanick Gone, GM Plods Ahead on Manchester United Partnership

Chevy's name goes on ManUnited jerseys in 2014.

by on Jul.30, 2012

Chevy expands its ties to Manchester United, arguably the world's most popular soccer team.

Just a day after GM’s global marketing chief Joel Ewanick was ousted – according to numerous reports due to issues related to the maker’s mega-million-dollar deal with Manchester United – the automaker has taken a further step to cement its relationship with the soccer world’s most popular team.

GM’s Chevrolet brand will displace insurer Aon and have its logo plastered all over the Manchester’s familiar red player’s jerseys.  Chevy will be only the fifth corporate sponsor in the team’s 134-year history.

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When the basic sponsorship deal was first announced, in late May, GM notably hadn’t inked rights to plastic its Chevy brand on the high-profile uniforms but Ewanick insisted the partnership was still a great play considering the British team generates nearly as many eyeballs watching its regular season games as watch the season-ending U.S. Super Bowl.

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Chevrolet Inks Deal with Manchester United as it Expands Marketing Efforts Worldwide

“It’s all about efficiencies,” says marketing czar Ewanick.

by on May.31, 2012

"There are no sacred lines in the budget," says GM Marketing Czar Joel Ewanick.

Baseball, hot dogs, apple pie and Chevrolet?  That may have been the automaker’s mantra in the 1950s and ‘60s, but with six of every 10 Chevys now being sold in markets as far afield as Berlin and Beijing more and more of the maker’s marketing effort is focused overseas.

The latest move links Chevrolet with what is generally considered the world’s most popular soccer team – football to most of the world – Manchester United.  The five-year partnership comes only weeks after Chevy’s parent General Motors confirmed it is pulling its ads off the 2013 Super Bowl.

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Calling the tie-up with the British team a “natural synergy,” GM’s global marketing czar Joel Ewanick stressed that “Where they’re strong we want to grow. Where we’re strong they want to grow.”

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GM Kicks in on Global Soccer Charity Program

Will supply 1.5 million free “indestructible” soccer balls to needy children worldwide.

by on May.31, 2012

GM Marketing Chief Joel Ewanick and One World COO Lisa Tarver.

Even as it announced a new marketing alliance with the world’s most valuable soccer team, Manchester United, General Motors revealed plans to donate 1.5 million soccer balls to needy children around the world.

The charity program is “the work I’m most proud of,” said GM global marketing czar Joel Ewanick, during a Thursday news conference called to announce the automaker’s deal with Manchester United.

(For more on the Chevy deal and its changing global marketing strategy, Click Here.)

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The “virtually indestructible” soccer balls will be distributed through the One World Futbol Project, which spent more than a year developing a ball that could be played with in even the most rugged environments without damage.  The project has already lined up support from a number of companies and celebrities such as pop singer Sting.

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