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SBD Global/December 6, 2013/Marketing and Sponsorship

General Motors' Decision To Pull Chevy From Europe Will Not Affect Football Sponsorships

General Motors announced "its sponsorship deals with Liverpool FC and Manchester United would not be affected in the wake of its decision to pull the Chevrolet brand from Europe" in '15, according to Sebastian Joseph of MARKETING WEEK. Despite the withdrawal, GM said that there would be a "level of continuation of experiential and digital work" across the region over the next two years, but the volume of it is currently "unclear." Chevrolet "struck ties to both Premier League clubs last summer in a bid to support a revamped global marketing strategy to build awareness" in markets outside the U.S., "particularly Europe and Asia." The automaker's "football-themed activity has struggled to accelerate European sales over the last 12 months." Industry experts said that the car brand's "exit from Europe is borne from pure economics but it could inadvertently prove to be a 'smart move' in light of its sponsorship strategy," reflecting a "wider shift affecting the sporting landscape." MediaCom Sport UK Managing Dir James Hough, whose company "works with Audi on its Chelsea FC sponsorship," said that Chevrolet will be "investing in tactical promotions moving forward to make the brand more relevant in the markets it is concentrating on" (MARKETING WEEK, 12/5).
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