From American football to… European football. It is the new challenge of General Motors, the US automobile giant, which has decided to ship one of its brands, Chevrolet, overseas. To be precise, on the shirts of the English football club Manchester United.
The manufacturer, who renounced his contract with the Super Bowl (it cost too much: 3,5 million dollars for a 30-second commercial), thus becomes the new automotive partner of the Red Devils, who are leaving Audi after 8 years. The amount of the new partnership has not yet been communicated, but when it comes to image rights, the Manchester club rarely dip below €10m a year.
GM's goal is to make Chevrolet grow on the Old Continent market, where it is already present but where it has only 1,5% of the market, unlike the German Opel (another company of the US group) which is close to 7 %. Nothing better, therefore, than choosing the glorious English team, which just last week was decreed by a Kantar Media study as the club with the most fans in the world: 659 million supporters worldwide, of which 90 million in Europe and 325 million in developing areas, such as Asia-Pacific.
