From Reuters:
GM signs Man[chester] United deal day after marketing executive exit
General Motors Co signed a sponsorship deal with Manchester United on Monday after rewording the terms negotiated with the popular English football club by the U.S. automaker’s ousted global marketing chief.
Under the seven-year jersey sponsorship deal starting in 2014-2015 for the Chevrolet brand, GM will pay $60 million to $70 million a year, said a person with knowledge of the contract who asked not to be identified. GM also will pay the club a $100 million activation fee, making the deal’s total value worth as much as $600 million, the person said…
GM announced on May 31 that Chevy would take over as Manchester United’s automotive sponsor, replacing Volkswagen’s Audi brand. Terms of that deal, which runs for five years, were not disclosed, but analysts said it is likely worth at least tens of millions of dollars…
GM, which spent almost $4.5 billion on advertising last year, said in May it wanted to tap in to Manchester United’s estimated 659 million fans around the world to boost the image of its Chevy brand, especially in Asia.
The automaker also announced a four-year auto sponsorship deal last week with Manchester United rival Liverpool…
What could be more ‘all American’ than apple pie, Chevrolet, and soccer? Outsourcing sales.
