Things in Britain’s Barclays Premier League are about to feel a little awkward, as two rival soccer (or football, if you prefer) clubs will sport the same official automotive partner in Chevrolet. At first it was just Manchester United, but recently Chevy has announced that it will share allegiance with rival team, Liverpool F.C.
The partnership runs to the end of Liverpool’s 2015/16 Barclays Premier League and European campaigns, and includes visibility for the brand at Anfield, Liverpool’s home turf, editorial opportunities within the team’s well-followed print and digital publications and fan sites, and player appearances for commercial opportunities.
Chevrolet is also an official sponsor for the Club’s Pre Season Tour, which recently wrapped up with a record of 1-1-1, having played games in Toronto, Boston and Baltimore.
Did this soccer deal have anything to do with Joel Ewanick’s ousting as GM’s chief marketing officer? Nobody is really talking, but it definitely fits in well with other controversial marketing moves of recent memory that Ewanick signed off on.
Comments
I thought it was pretty much confirmed that these soccer sponsorships (or even just the ManU) was the reason for his termination. $600mil for ManU?! Plus a $100mil activation fee that wasn’t part of the original deal.
ManU was suppose to go public in order to raise a needed $100mil for financial troubles, but then this surprise $100mil from GM/Ewanick was paid out. ManU then rumoured they wouldn’t be going public, which later confirmed they are and are hoping to raise $333mil selling 16.7mil share. The Glazer family will get class B shares and will remain control voting rights.
What is critical is whether Man United will help Chevrolet get a return on investment. If this happens then it is money well spent. If Man United does not go out of their way to help Chevrolet sell more cars then it will be a big problem. It will money thrown down the drain. Is it why Joel Ewanick was fired?