Manchester United is going on a pre-season tour as part of the 2014 Guinness International Champions Cup, and this Saturday, August 2, the soccer team will battle Real Madrid on the field of University of Michigan’s “Big House” in Ann Arbor. The event will also celebrate Chevrolet’s seven-year shirt sponsorship with Manchester United, despite the brand exiting Europe.
“Being the Official Vehicle of the ICC and the presenting sponsor of this match is an important and proud moment for the Chevrolet family, including our thousands of employees and vast dealer network across the state and the country,” said chief marketing officer, Global Chevrolet, Tim Mahoney.
Chevrolet isn’t only hoping to capitalize on its $559 million deal with the British soccer club,though, as it also wants the match to serve as a benefit to the local Michigan community. As part of its “What Do You #PlayFor?” campaign, Chevrolet will host a Manchester United Soccer School clinic in downtown Detroit on Friday. The brand also donated a number of tickets to Saturday’s big match that were auctioned off, proceeds of which will support the United Way for Southeastern Michigan and the American Cancer Society’s Cattle Baron’s Ball. The latter charity also received tickets that will be auctioned off for a match at Old Trafford, “the home of Manchester United in the United Kingdom.”