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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.

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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…)

Honda Slam Dunks Deal with Brooklyn Nets

Maker’s first East Coast sponsorship.

by on Aug.13, 2012

Fuhgeddaboutit! Honda teams up with the Brooklyn Nets and the Barclays Center.

Apparently, sporting fever is spreading in the wake of the Olympics.

American Honda Motor Co. Inc. has signed a multi-faceted strategic marketing agreement with Barclays Center and the Brooklyn Nets.  It is Honda’s first-ever major sponsorship with a sports and entertainment venue on the East Coast. It will position Honda as a Founding Partner for Barclays Center, which will open in late September.

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The Japanese maker has gained the naming rights for one of the clubs in the arena which will now become the Honda Club. Additionally, with Barclays Center emerging as the home of major college basketball on the East Coast, Honda will be the presenting sponsor of the “Brooklyn Hoops” Winter Festival college basketball tripleheader featuring Michigan vs. West Virginia, St. John’s vs. St. Francis of Brooklyn and Fordham vs. Princeton, on Saturday, December 15.

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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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