General Motors has signed a five-year sponsorship deal with Manchester United (replacing Audi) in the hopes of turning Chevrolet into a global icon. Manchester United, which claims to have 659 million fans worldwide, presents the carmaker with a truly global marketing opportunity. GM claims that its decision to ditch Super Bowl advertising isn’t related to numbers, but the company realized the potential in partnering with the 19-time Premier League champions when the worldwide audience for the recent Manchester derby reached some 600 million people, compared with the 110 to 115 million who make up the Super Bowl audience.
With this deal, Chevrolet’s presence will be visible on signs, scoreboards, player benches, and on backdrops and chairs during interviews. Chevy will also be allowed to display the Manchester United logo in their stores. Chevy will also sponsor two Manchester United friendlies in China this summer, where GM is a market share leader.
(Don’t think the likes of Wayne Rooney and his teammates will be buying the Volt anytime soon, though).