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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.

Global News!

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…)