Chevrolet is entering into a five-year deal with Barclays Premier League member Manchester United to become the football club’s Official Automotive Partner. Chevrolet’s five-year deal includes the creation of the Chevrolet China Cup in July, with matches against Shanghai Shenhua FC and team in “another” Chinese city, which will be announced later. This is Chevrolet’s first global football sponsorship in the brand’s 101-year history.
The Chevy Bow Tie brand, of course, has long been associated with baseball in the U.S., and kicked off what has thus far been a disastrous 2012 Detroit Tiger’s season with advertisements featuring two multimillionaire Detroit baseball stars. (See New Chevrolet Ads with Verlander, Fielder for 2012 Season)
The ads are a remake of the now classic 1974 “Baseball, Hot Dogs, Apple Pie and Chevrolet” TV ads, and thank goodness the new Chevrolet vehicles they are attempting to sell are decidedly not remakes.
In the latest attempt to make Chevrolet a global brand (which ultimately means money losing Opel will shrink), GM marketing is using popular global sports, in this case football – or soccer as it is known in the U.S. where another type of pigskin football is dominant. GM previously announced that it will not be advertising during the Super Bowl, and soccer in some Detroit circles is derisively called “slow hockey.” Adding to the global aspect of the deal, the announcement came at event at the Shanghai Science & Technology Museum with representatives from Chevrolet, and Manchester United.