Chevrolet: 'We'll build a car park for Manchester United fans'
Manchester United's new car sponsor, Chevrolet, is to build a car park at Old Trafford for fans of the club, the chief marketer of its parent General Motors told Marketing magazine.
GM brand Chevrolet was unveiled as the 19-time English champions’ car sponsor, replacing Audi, at the end of May.
Joel Ewanick, GM’s chief marketing officer, said the brand owner was determined to 'appreciate the fans' and plans to build a car park next to Old Trafford ground. ‘This is our way of thanking fans for letting us be part of this,’ Ewanick said. 'We want to be a supporter, just like them.’
The company was given the option of a corporate box at Old Trafford but turned it down. ‘We’re giving the tickets back to the fans,’ Ewanick said.
Ewanick, talking to Marketing at the Cannes Lions Festival last week, added that Manchester United's failure to win the Premiership this year, or if it did not win next year, does not faze him.
It was more important for Chevrolet to be ‘associated with a team that has a chance and is always trying to win. We feel better about [Manchester United’s] heritage and their long-term prospects than just anybody we can think of’.
GM chose the club to help build its Chevrolet brand in Europe. In turn, Ewanick said, GM can help Manchester United gain a foothold in the US, ‘a market where they’re not so strong’.
Ewanick, who manages an $8bn global budget, attracted controversy when GM pulled its $10m paid advertising deal with Facebook, a story that published in the Wall Street Journal just days before the site's IPO.
This article was first published on marketingmagazine.co.uk
- Digital Content Editor Blue Skies Marketing Recruitment £28000 - £33000 per annum, London
- Studio Manager / Front of House - brand & packaging agency Gabriele Skelton £24000 - £28000 per annum, London
- Account Manager : CRM/DM/Digital : Integrated agency : Central London Dylan Circa £30k, London (Central), London (Greater)
- Digital Planner : New, Full Service Creative Agency : London Dylan Circa £60k + benefits, London (Greater)
- Marketing Executive - Global Leading Oil and Gas Company Ninesharp Negotiable, Swindon
- ZenithOptimedia loses £200m O2 business to Havas Media without a pitch
- Facebook IQ reveals marketing to millennials is flawed
- Breast Cancer Campaign crowd-sources videos for 'wear it pink' campaign
- Guardian joins forces with Telegraph for media planning tool
- Sir Martin Sorrell labels Omnicom CFO exit 'bizarre'
- OMD lands Liberty Global pan-Euro media