Chevrolet becomes Manchester United FC car partner

Chevrolet has become the official automotive partner of Manchester United FC, in a five-year deal to be announced this lunchtime in Shanghai.

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Chevrolet will replace Audi as official car supplier to the team, a deal that’s been in place since 2004.

The move by Chevrolet parent firm GM is part of plans to broaden the value brand’s worldwide appeal – Manchester United is the world’s most popular football team, with an estimated fanbase of more than 650 million.

Chevrolet will reveal full details of the deal at a press conference in Shanghai, where the English Premier League team has more than 100 million fans. Growth in China is considered a key opportunity for Chevrolet.

David Gill, Manchester United CEO, said: “Although part of two very different industries, Chevrolet and Manchester United share many of the same values.

“Like the Club, it is steeped in history having recently celebrated its centenary and it has also grown to be a global brand, selling cars in more than 140 countries.

“Above all, it too strives to be the best in its field and I am delighted to welcome Chevrolet as our Official Automotive Partner.”

“Manchester United has some of the most passionate supporters of any sporting club in the world,” said GM global chief marketing officer Joel Ewanick.

“The Chevrolet family is proud to partner with Manchester United and is fully committed to putting these fans at the centre of everything we do.”

Richard Arnold, Manchester United commercial director, added: “This is… the first time we have teamed up with a U.S. automotive partner and with the growing popularity of the Club and English football in America, we are hoping the relationship will allow us to further expand our fan base in the country.”

The deal will see the Chevrolet bowtie logo appear on pitchside advertising hoardings, player benches and interview backdrops, although Aon will remain the team’s key shirt sponsor.

More details of the Chevrolet deal with Manchester United will be revealed at lunchtime today.

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