Today is the day for Chevrolet. In a $70 million deal, the automaker gets the golden bowtie on Manchester United jerseys. The logo placement is part of a seven-year deal signed two years ago by Joel Ewanick, former GM marketing chief.
The automaker, now officially the fifth sponsor of Manchester United jerseys, is touting the relationship with a global all-points campaign centered at www.ChevroletFC.com starting July 7. People who visit the site can sign up to get one of the shirts. The effort is under Chevy's omnibus “What Do You #PlayFor?” global futbol campaign.
There is also a video to tout the arrangement by looking back at the history of Manchester United shirts starting in the 19th century. It features fans throughout history marching down the streets of Manchester, and singing the “Glory, Glory Man Utd” anthem. The fans eventually arrive at Old Trafford, where current players Wayne Rooney, Juan Mata, Robin van Persie and David De Gea, and assistant manager Ryan Giggs join them. The video ends before the shirt is seen, building anticipation for its July 7 debut.
Chevrolet is also bringing the team back to the U.S. to play. The team will play the L.A. Galaxy at the Rose Bowl in Los Angeles in the new Chevrolet-branded shirt. The game itself is part of the Chevrolet Cup. Chevrolet is also bringing the team to Ann Arbor to play Real Madrid at Michigan Stadium, something Chevy did last year for an exhibition match. The automaker says it is also activating onsite at Manchester United’s 2014-15 opening Premier League match in August.