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Posts Tagged ‘one world futbol project’

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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