SBD/May 30, 2012/Marketing and Sponsorship

Chevrolet To Announce Major Partnership With Manchester United Tomorrow

Chevrolet tomorrow is expected to announce a "major marketing initiative and sponsorship deal" with EPL club Manchester United, according to Burden & Shepardson of the DETROIT NEWS. It is unknown how much the sponsorship is worth, and details of the deal will be revealed tomorrow. The deal "could help Chevrolet ... reach new customers around the world as it works to increase sales in emerging markets and across Europe." A recent survey from market research firm Kantar "found Manchester United is the world's most popular club with 659 million followers worldwide." The move comes after GM "said it was halting paid advertising on Facebook and would not advertise in the 2013 Super Bowl" (DETROIT NEWS, 5/30). ManU Commercial Dir Richard Arnold yesterday said, "Our followers have doubled in five years. It's important to the club, not only for commercial partnerships: It gives us a road map to understand exactly what's going on" (BLOOMBERG NEWS, 5/30).
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