Car maker General Motors has announced a shirt sponsorship deal with Manchester United football club to promote Chevrolet in a seven-year deal beginning in 2014.
Chevrolet, the current official car partner of the club, will become only the fifth shirt sponsor in Manchester United’s 134-year history.
The US-based car manufacturer, which also owns Ford, will also replace insurance firm Aon, which began its partnership with United in the 2010/11 season.
The deal was announced by the club’s commercial director Richard Arnold, who kept the amount undisclosed. “This is a fantastic, long-term deal for the club. We have been partners with Chevrolet for only six weeks, but already they have produced some fantastic ideas that will benefit both the partnership and our 659 million followers around the world.”
Chevrolet is hoping to take advantage of the support it has seen the club receive on current tour in South Africa, China, and Europe. It sells into more than 140 countries, selling over 4 million cars and trucks during 2011, but has a weak export arm compared to its strength in the American market.
Alan Batey, GM’s vice president for sales and service in North America, said: “We are extremely proud to connect the Chevrolet brand with Manchester United and its passionate supporters all around the world. This relationship goes far beyond the numbers. It is about connecting our brand with the deep-seated emotion that surrounds the team everywhere it goes.”
“We very much look forward to the road ahead and the opportunities we have in partnering with such a legendary club,” he added.