Chevrolet, nouveau sponsor maillot de Manchester United

Grosse annonce dans le monde du sponsoring sportif avec l’officialisation du partenariat entre General Motors et Manchester United, pour la saison 2014/205 et pendant 7 ans, faisant du groupe et de la marque Chevrolet, le sponsor titre du club entrainé par Sir Alex Ferguson.

Après avoir évincé Audi comme transporteur officiel, Chevrolet a réussi à remplacer AON, le sponsor maillot actuel des Red Devils avec un contrat d’une somme qui n’a pas été dévoilée officiellement, mais qui devrait tourner aux alentours des 65 millions d’euros par an, dixit FlashFoot, soit un contrat de près de 450 millions d’euros, un record !!!

Chevrolet devient donc le 5ème sponsor maillot de l’histoire du club, un honneur que reconnait Alan Batey, Vice Président General Motors Amérique du Nord : « Nous sommes extrêmement fiers de connecter notre marque, Chevrolet, à Manchester United et à sa fantastique base de fans à travers le monde. Le palmarès de Manchester United est impressionnant mais la relation va au delà des chiffres, cette relation a pour objectif de connecter notre marque à toutes les émotions que crée le club à chacun de ses déplacements. »

Après seulement 6 semaines effectives de partenariat, Chevrolet passe donc du statut de fournisseur officiel à celui du futur partenariat maillot de Manchester United, un changement qui ne fait pas peur à Richard Arnold, Directeur Commercial de Manchester United, qui reconnait « la créativité de Chevrolet durant la tournée asiatique et sud-africaine du club et sa capacité à trouver et mettre en oeuvre des activations originales favorables à la fois au club et à la marque. »

Avant d’avoir signé Manchester United, Chevrolet avait aussi officialisé son partenariat avec le club de football de Liverpool, pour atteindre les objectifs de notoriété que la marque s’est fixée, puisque Chevrolet fait une grande partie de son chiffre d’affaires aux Etats-Unis mais a du mal à pénétrer le marché britannique, d’où le recours au sponsoring sportif pour travailler la notoriété et à terme l’intention d’achat.

De son côté AON s’engagera en tant que partenaire titre de la plateforme networking du club et de la Fondation Manchester United. La plateforme networking a pour vocation de mettre en relation les sponsors, décideurs voire chefs d’état pour discuter des problèmes sociétaux et économiques d’aujourd’hui.

Ce partenariat devrait permettre à Manchester United de consolider sa position dans le classement des clubs les plus valorisés au monde, que ce soit celui fait par Forbes ou encore par Deloitte grâce à ce contrat de sponsoring d’envergure.

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