Manchester United deal with General Motors announced

By David Gold

June 1 – General Motors’ Chevrolet brand has become the automotive sponsor of Manchester United in a five year deal to help promote the car to the club’s 659 million fans and beyond.

A recent survey found Manchester United to be the world’s most popular club, and with 108 million of fans in China, the club is particularly attractive to sponsors.

General Motors’ executive director of global marketing Paul Edwards said he hoped the deal would enable the company to develop the worldwide image of Chevrolet.

“If our aspirations are to build global icon status for Chevrolet…soccer far and away is the world’s biggest sport,” he said.

“Manchester United stands head and shoulders above the other teams in terms of scale, brand value and their legacy in the sport.”

Audi will be now be replaced by Chevrolet as the automotive sponsor of the 19 times Premier League champions.

Chevrolet’s bowtie logo will appear on signs, scoreboards and player benches at Old Trafford as well as on backdrops and chairs during interviews.

It is the latest deal to help United cement their growing commercial portfolio and position – according to Forbes magazine – as the world’s richest club.

Though the club’s commercial arm continues to grow, supporters will hope that this will go towards servicing the debt placed on United to finance the Glazer family takeover in 2005.

Despite the club’s success since, fans have never taken to the Glazers, whom they accuse of saddling United with huge debts.

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