Chevrolet signs up as next Man Utd shirt sponsor

Manchester United has signed a seven-year, £25m-a-year deal making US car brand Chevrolet its next shirt sponsor, replacing insurance company Aon from the 2014-15 season.

The record-deal, understood to be worth around £25m a year, trumps big money shirt sponsorship deals struck by Liverpool, Barcelona and Bayern Munich.

The deal kicks off at the start of the 2014-15 season, as Manchester United’s current deal with Aon has two more seasons to run.

It is unclear if Aon - whose current sponsorship deal with Manchester United is worth £20m a season - wanted to continue its shirt sponsorship deal.

Manchester United signed a lower-tier deal with the General Motors-owned Chevrolet as official car partner just weeks ago, and last week signed a similar deal with United's arch-rival Liverpool.

Chevrolet is owned by General Motors, which also owns UK car brand Vauxhall, the headline sponsor of the England team.

GM's chief marketing officer Joel Ewanick resigned with immediate effect over the weekend, with a Reuters report quoting an anonymous source claiming Ewanick failed to report proper financial details about the Manchester United sponsorship.

Ewanick has been replaced by Alan Batey, head of US sales and service, while the company searches for a replacement.

Batey said: "We are extremely proud to connect our brand, Chevrolet, with Manchester United and its passionate supporters all around the world.

"Manchester United’s statistics are impressive, but this relationship goes far beyond the numbers – this relationship is about connecting our brand with the deep-seated emotion that surrounds the team everywhere it goes."

Chevrolet will become only the fifth shirt sponsor in Manchester United’s 134-year history.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers