The Super Bowl is no longer top of the agenda for car giants General Motors, who have signed a five-year sponsorship with Manchester United to promote the Chevrolet brand under a new global marketing strategy.
Chief Marketing Officer Joel Ewanick explains:
“This model is one that definitely will be pursued by every global brand.”
It allows Chevy signage in Manchester United’s stadium and access to the team for TV, print and other media for use worldwide.
“It’s clear that global football presented us with a significant opportunity to spread Chevrolet around the world,” he said. “We recognised that it’s not only the world’s biggest sport but also the world’s most engaged fans.”
Manchester United, the 19-time English champion football team, has a worldwide reach that fits with the automaker’s desire to make Chevrolet a global icon, Paul Edwards, GM executive director of global marketing strategy, said in an interview prior to the announcement.
When Manchester United played against Manchester City in the Premier League “that audience around the world scaled to 600 million people,” Edwards said. “Compare that to the Super Bowl here in the States, which is roughly 110, 115 million, and you’re talking five times that audience watching one regular-season game. It’s significant.”
United’s world wide popularity is reflected in its website that are translated into seven languages, including Arabic, Japanese, Korean and Chinese.
GM declined to say how much the Manchester United sponsorship will cost.