In spite of plans to discontinue offering Chevrolet vehicles in mainstream segments in Eastern and Western Europe, General Motors will continue the high-profile sponsorship of Manchester United to promote the Chevy brand. The $600 million sponsorship agreement with the European soccer (football) franchise started in 2012 and lasts for a period of seven years.
The General states that the global appeal of Man U makes the deal valuable: “It is a global partnership, very much focused on the fans in Asia and specifically China,” GM spokesman Vijay Iyer said in an email. “The next big step will be the Season 2014/15 when the Chevrolet Bowtie will be featured on the Man United shirt.”
The GM Authority Take
We’re still somewhat dumbfounded by GM’s decision to remove Chevrolet from the European market. Nevertheless, it appears that the Manchester United deal carries international value in such vital markets as China. If that is, indeed, the case, then GM’s decision to continue honoring the sponsorship holds water. It would, however, have been interesting to see Chevy’s sales performance in Europe after the 2014/2015 season, when its logo would grace the team’s jerseys.