General Motors remplace le SuperBowl et les publicités Facebook par Manchester United

Après avoir annoncé  la fin de son investissement média dans le SuperBowl, General Motors a décidé de parier sur un contrat de sponsoring de 5 ans avec les club de Manchester United pour sa marque Chevrolet.

Ce nouveau contrat met donc fin au contrat actuel entre les Red Devils, ancien club de David Beckham, et Audi et fait donc de Chevrolet le transporteur officiel du club, s’inscrivant parfaitement dans la stratégie marketing du groupe.

Manchester United, 19 fois champion d’Angleterre, bénéficie d’un aura et d’une audience mondiale, qui correspond parfaitement à l’envie du constructeur de faire de Chevrolet une marque iconique, dixit Paul Edwards, Vice-Président de General Motors en charge de la stratégie marketing monde de GM.

« Le football à l’échelle mondial représente une opportunité unique d’accroitre la notoriété de Chevrolet et nous pensons fermement que le football est capable de toucher une audience extrêmement large et qui plus est, extrêmement engagée et passionnée. »

L’annonce de ce contrat arrive peu de temps après la décision de General Motors de stopper toute publicité sur le réseau social Facebook et de mettre fin à ses investissements publicitaires au SuperBowl, la finale du championnat de NFL. Il n’y a pas de relation de cause à effet a annoncé M. Edwards mais ce passage du football américain au football européen est passé sur une réalité chiffrée, quasi implacable.

Prenez le dernier grand choc de la Premier League, Manchester United vs Manchester City, l’audience de ce match a dépassé les 600 millions de personnes dans le monde, soit 6 fois plus que l’audience du SuperBowl aux Etats-Unis. « Et ce n’était qu’un match », a bien précisé M. Edwards

Au final, tout le monde y trouve son compte. Pour General Motors, ce partenariat est l’occasion idéale de commencer à redorer le blason de la marque Chevrolet et d’en faire une « marque mondiale » et pas uniquement américaine et canadienne. Certes, Chevrolet est déjà présente en Europe mais sa part de marché est extrêmement faible (1.5%), 4 fois moins que sa filiale allemande, Opel, anciennement partenaire maillot du Bayern Munich ou encore du Paris Saint-Germain. En Chine, Chevrolet est le leader et devrait renforcer sa position et son image grâce aux 2 matchs amicaux que l’ancien club de Cantona, Beckham et Ronaldo effectuera là-bas.

Pour Manchester United, qui vient d’être classé par Kantar Média comme le meilleur club du monde en terme de supporters (659 millions de supporters sur la planète, dont 90 millions en Europe, et 325 millions dans les zones en forte croissance, comme l’Asie Pacifique), ce partenariat permet au club d’enrichir ces recettes issus du sponsoring, s’élevant déjà à 114,5 millions d’euros pour la saison précédente, en hausse de 27%, notamment grâce au deal signé avec AON, nouveau sponsor maillot (plus de 22 millions d’euros par an pendant 4 ans). Avec Chevrolet, Manchester United renforce donc son pôle partenariat et continuent d’équilibrer la balance budgétaire entre droits TV (36%), billetterie (33%) et partenariats (31%). Un premeir pas vers l’équilibre financier imposé par le fair-play financier de l’UEFA qui rentrera en vigueur la saison prochaine, en 2013/2014.

Chevrolet apparaîtra sur les bancs des joueurs, les tableaux d’affichage du stade du club mancunien (Old Trafford), ainsi que sur les chaises et les panneaux d’interviews.

71 Commentaires

  1. Everything published was very logical. But, think about
    this, suppose you added a little information?
    I am not suggesting your content isn’t good., however suppose you added a headline to possibly grab
    a person’s attention? I mean General Motors remplace
    le SuperBowl et les publicités Facebook par Manchester
    United | is kinda vanilla. You ought to look at Yahoo’s
    front page and note how they write news titles to
    grab people to open the links. You might add a video or a picture or two to grab people excited about everything’ve got to say.
    In my opinion, it might bring your website a little bit more
    interesting.

  2. My programmer is trying to persuade me to move to .net from PHP.
    I have always disliked the idea because of the costs. But he’s tryiong none the less.

    I’ve been using WordPress on numerous websites for about a year and
    am nervous about switching to another platform.
    I have heard fantastic things about blogengine.net. Is there
    a way I can transfer all my wordpress posts into it?

    Any kind of help would be greatly appreciated!

  3. I used to be suggested this website by way of my cousin. I am no longer positive whether this publish is written via him as no one
    else understand such distinct about my trouble. You’re wonderful!
    Thanks!

  4. Appreciating the dedication you put into your blog and detailed information you present.
    It’s awesome to come across a blog every once in a while that isn’t the
    same old rehashed information. Wonderful read!
    I’ve saved your site and I’m including your RSS feeds to my Google account.

  5. Its like you read my mind! You seem to understand a lot about
    this, such as you wrote the e-book in it or something.

    I think that you simply can do with a few percent to force the message home
    a bit, however other than that, that is great blog.
    A fantastic read. I will definitely be back.

  6. Oh my goodness! Incredible article dude! Many thanks,
    However I am experiencing issues with your RSS. I don’t know the reason why I cannot
    join it. Is there anybody else getting identical RSS
    issues? Anyone that knows the answer will you kindly respond?

    Thanx!!

  7. I think the admin of this web site is in fact working hard in favor of his site,
    as here every material is quality based information.

  8. It’s really a cool and useful piece of information. I am glad that you shared this helpful info with us.
    Please stay us up to date like this. Thank you for sharing.

  9. Thanks for every other fantastic post. The place else could anybody get that type of info
    in such an ideal approach of writing? I’ve a presentation subsequent week, and
    I’m at the look for such information.

  10. I am sure this piece of writing has touched all the internet users, its really really pleasant piece of writing on building
    up new blog.

  11. Hey there just wanted to give you a quick heads
    up. The text in your post seem to be running off the screen in Internet explorer.
    I’m not sure if this is a format issue or something to do with internet browser
    compatibility but I figured I’d post to let you know.

    The layout look great though! Hope you get the issue resolved soon. Kudos

  12. Hi there, i read your blog occasionally and i own a similar
    one and i was just curious if you get a lot of spam comments?
    If so how do you stop it, any plugin or anything you can suggest?
    I get so much lately it’s driving me crazy so
    any help is very much appreciated.

  13. I like what you guys are usually up too. Such clever work and
    reporting! Keep up the good works guys I’ve added
    you guys to blogroll.

  14. Thanks for ones marvelous posting! I genuinely enjoyed reading it,
    you happen to be a great author.I will be sure to bookmark
    your blog and may come back down the road. I want
    to encourage you to ultimately continue your great work, have a nice afternoon!

  15. I know this if off topic but I’m looking into starting
    my own blog and was curious what all is needed to get setup?
    I’m assuming having a blog like yours would cost a pretty penny?

    I’m not very internet savvy so I’m not 100%
    sure. Any recommendations or advice would be greatly appreciated.
    Appreciate it

  16. Do you have a spam problem on this blog; I also am a blogger,
    and I was wanting to know your situation; we have created some nice
    methods and we are looking to exchange solutions with others, be sure to shoot me an email if interested.

  17. Excellent blog you have here.. It’s difficult
    to find high quality writing like yours nowadays. I seriously appreciate individuals like you!

    Take care!!

  18. Wow, awesome blog layout! How long have you been blogging for?
    you make blogging look easy. The overall look of your site is wonderful, let alone the content!

  19. Thank you, I’ve recently been looking for information about this topic for ages and yours is the greatest I have discovered so far.
    But, what about the conclusion? Are you positive about the supply?

  20. Good post. I learn something new and challenging
    on sites I stumbleupon on a daily basis. It will always
    be interesting to read articles from other authors and practice something from
    other sites.

  21. Your style is unique compared to other people I have read stuff from.
    Many thanks for posting when you’ve got the opportunity,
    Guess I will just book mark this blog.

  22. Wow, awesome blog layout! How long have you been blogging for?
    you made blogging look easy. The overall look of your website is great, let alone
    the content!

  23. Great site you have got here.. It’s hard to find
    high quality writing like yours nowadays. I honestly appreciate
    individuals like you! Take care!!

  24. Hey there just wanted to give you a quick heads up and let you know a few of the pictures aren’t loading properly.
    I’m not sure why but I think its a linking issue. I’ve tried it in two different web browsers
    and both show the same results.

  25. I like the valuable information you provide to your articles.

    I’ll bookmark your weblog and test once more here
    regularly. I’m slightly sure I’ll be informed plenty of new stuff right right here!

    Best of luck for the following!

  26. fantastic publish, very informative. I’m wondering why the
    opposite specialists of this sector don’t realize this.
    You must continue your writing. I’m confident, you have a huge readers’ base already!

  27. I do not even know how I ended up here, but I thought
    this post was good. I don’t know who you are but certainly
    you are going to a famous blogger if you aren’t already 😉 Cheers!

  28. I absolutely love your blog.. Very nice colors & theme.
    Did you develop this website yourself? Please reply back as I’m
    looking to create my own blog and want to learn where you got this from or what the theme is called.
    Appreciate it!

  29. Do you mind if I quote a couple of your posts as long as I provide credit and
    sources back to your website? My website is in the exact
    same niche as yours and my visitors would truly benefit from a lot of
    the information you provide here. Please let me know if this ok with
    you. Regards!

  30. Hi, i read your blog from time to time and i own a similar one and i was
    just curious if you get a lot of spam comments?
    If so how do you stop it, any plugin or anything you can advise?
    I get so much lately it’s driving me crazy so any help is very much appreciated.

  31. Thank you a bunch for sharing this with all people you actually realize what you’re speaking about!
    Bookmarked. Kindly also consult with my website =).

    We could have a hyperlink trade arrangement among us

  32. If you are going for finest contents like me, only
    pay a visit this web page everyday for the reason that it provides feature
    contents, thanks

  33. This is a topic that is close to my heart… Many thanks!
    Exactly where are your contact details though?

  34. Hello there, just became aware of your blog through Google,
    and found that it’s truly informative. I am going to watch
    out for brussels. I will be grateful if you continue this in future.
    Lots of people will be benefited from your writing. Cheers!

  35. I was recommended this blog by my cousin. I am not sure
    whether this post is written by him as nobody else know
    such detailed about my trouble. You’re incredible! Thanks!

  36. Greetings! Very useful advice in this particular article!
    It is the little changes that make the largest changes.
    Many thanks for sharing!

  37. I think this is one of the most significant information for me.
    And i am glad reading your article. But should remark
    on some general things, The site style is ideal, the articles is really great : D.
    Good job, cheers

  38. Wow, fantastic blog layout! How long have you been blogging
    for? you made blogging look easy. The overall look of your website is excellent, let alone the content!

  39. I have been exploring for a little bit for any high quality articles or blog posts
    in this kind of house . Exploring in Yahoo I eventually stumbled upon this
    web site. Studying this info So i’m happy to express that I have an incredibly good uncanny feeling I discovered just what
    I needed. I most indubitably will make certain to don?t omit
    this site and provides it a look on a constant basis.

  40. I am sure this paragraph has touched all the internet visitors, its really really good
    piece of writing on building up new webpage.

  41. I read this article fully about the resemblance of most up-to-date and preceding technologies, it’s
    remarkable article.

  42. Hey! Someone in my Myspace group shared this site with us so
    I came to look it over. I’m definitely enjoying the information. I’m book-marking
    and will be tweeting this to my followers! Excellent blog and superb design.

  43. Please let me know if you’re looking for a writer for your site.
    You have some really great articles and I feel
    I would be a good asset. If you ever want to take some of the load off, I’d really like to write some
    articles for your blog in exchange for a link back to mine.
    Please shoot me an email if interested. Thank you!

  44. Thanks for the auspicious writeup. It in fact was a enjoyment account it.
    Look advanced to far added agreeable from you! By the way, how could we keep
    in touch?

  45. I was recommended this blog by my cousin. I am not sure whether this post is
    written by him as no one else know such detailed about
    my trouble. You are wonderful! Thanks!

  46. Pretty section of content. I just stumbled upon your web site and in accession capital to assert that I
    get actually enjoyed account your blog posts.
    Any way I will be subscribing to your feeds and even I achievement you
    access consistently fast.

  47. Hello there, I think your website could be having web browser compatibility problems.
    When I take a look at your blog in Safari, it looks fine however when opening in IE, it has some overlapping issues.

    I simply wanted to provide you with a quick heads up! Apart from that, wonderful website!

  48. Hello there! Would you mind if I share your blog with my zynga group?
    There’s a lot of folks that I think would really appreciate
    your content. Please let me know. Many thanks

  49. Good post. I learn something new and challenging on sites
    I stumbleupon on a daily basis. It will always be exciting to read
    articles from other writers and practice something from their web sites.

  50. Yesterday, while I was at work, my sister stole my apple ipad and tested to see if it can survive a 40 foot drop, just so she can be a
    youtube sensation. My iPad is now destroyed and she has 83 views.
    I know this is entirely off topic but I had to share it with someone!

  51. Excellent post. Keep writing such kind of info
    on your site. Im really impressed by your blog.

    Hey there, You have done a great job. I will definitely digg it and individually recommend to my friends.
    I’m confident they will be benefited from this website.

  52. I am curious to find out what blog platform you’re working with?
    I’m experiencing some small security issues with my latest blog and I would like to find
    something more secure. Do you have any suggestions?

  53. http://www.rogazionisticn.it/provitaliacn//modules.php/modules.php?name=Your_Account&op=userinfo&username=RegenaMiq dit :

    Magnificent goods from you, man. I’ve understand your
    stuff previous to and you’re just too wonderful. I actually like what you’ve
    acquired here, really like what you are stating and the way in which you say it.
    You make it entertaining and you still take care of to keep
    it smart. I cant wait to read much more from you.
    This is really a tremendous web site.

  54. Attractive section of content. I just stumbled upon your web site and in accession capital to assert that I get in fact enjoyed account your blog posts.
    Any way I’ll be subscribing to your augment and even I achievement
    you access consistently quickly.

  55. Thanks on your marvelous posting! I certainly enjoyed
    reading it, you are a great author. I will ensure that
    I bookmark your blog and may come back sometime soon.
    I want to encourage yourself to continue your great posts,
    have a nice afternoon!

  56. Hello! Do you know if they make any plugins to assist with Search Engine Optimization? I’m trying to get my blog to
    rank for some targeted keywords but I’m not seeing very good gains.

    If you know of any please share. Cheers!

1 Rétrolien / Ping

  1. Chevrolet lance DrivenBy, la campagne réunissant Manchester United et Liverpool | Sportsmarketing.fr - Le Blog du Marketing Sportif

Laisser un commentaire

Votre adresse de messagerie ne sera pas publiée.


*