SBD/July 8, 2014/Marketing and Sponsorship

Chevy Gets Nostalgic In Unveiling New ManU Kits, While Nike Reportedly Out As Supplier

GM yesterday launched a video that "celebrates the Chevrolet 'Bowtie' logo succeeding AON" as EPL club Manchester United's match-shirt sponsor, according to Michael McCarthy of AD AGE. The "nostalgic 60-second spot by Chevy agency Commonwealth shows club legends and supporters singing their 'Glory, Glory, Man United' fight song as they march down to Old Trafford football stadium." Fans along the way are seen "putting on and taking off the club's previous red kits over the years until they catch up to the present -- when Man U.'s current stars including Wayne Rooney step forward to unveil the Chevy kit." Rooney in the spot says, "The shirt belongs to you. Always has. Always will" (ADAGE.com, 7/7).

SEEING RED: ESPN's Darren Rovell cited sources that are confirming Nike has informed ManU "it will not match adidas for future kit rights." The new deal is worth more than $100M annually (TWITTER.com, 7/8). REUTERS' Keith Weir cited a source as saying that the "cost of a new contract" was the reason Nike is walking away from its deal, which expires next year. Nike has provided the kits since '02 (REUTERS, 7/7). ManU received around $65M from the Nike deal in '12-13, including "its share of profit from the sale of merchandise around the world" (London DAILY MAIL, 7/8).
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