English Premiership

Man United set for new deal

2012-05-30 22:50

Detroit - General Motors is preparing to announce a marketing deal between Chevrolet and the Manchester United soccer club.

A deal with Manchester United would be significant for Chevrolet. The club claims to be the most popular sports franchise in the world. Its fan base has doubled in the past five years to 659 million people - nearly one-tenth of the world's population.

GM would not give details about the announcement, but said it has scheduled a press conference with the United Kingdom-based soccer club on Thursday in Shanghai, the centre of GM's largest sales market. GM's marketing chief also will announce a "global sports marketing initiative" in Detroit on Thursday morning.

The announcements could also allay concerns about GM's broader marketing strategy. Earlier this month, the company said it would not advertise during the February 3 Super Bowl because of a steep price increase demanded by CBS, the network broadcasting the game. The announcement came just after GM decided to pull $10m in ads from Facebook, saying they weren't effective.

GM, however, will keep Facebook pages for its cars and trucks, as well as brands, it has said. Facebook pages for businesses or brands - like Facebook pages for people - are free. It's the marketing services - links in people's newsfeeds or ads to the right of the newsfeed - that cost money.

The changes, which involve two of the largest audiences in the US, brought criticism from the advertising and auto industries. It left many wondering about GM's strategy. The Super Bowl audience would have been a perfect for the company, which will introduce new pickup trucks next year.

But a deal with Manchester United has potential. Most of the club's fans live in emerging markets, according to a survey taken for the club by the research firm Kantar. The club claims to have 325 million fans in Asia and 173 million in Africa and the Middle East. It also has 90 million fans in Europe and 71 million in the Americas. The US alone has 34 million fans, the club says.

GM plans to spend $4.5bn globally on advertising this year, the same amount as last year.

Manchester United, which is owned by the American Glazer family, lost the Premier League title to Manchester City this year. But the club still is a record 19-time English champion.

The Kantar survey came from responses of 54 000 people in 39 countries. A similar survey in 2007 indicated that Manchester United had 333 million fans, based on 27 000 responses.

NEXT ON SPORT24X

 

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
3 comments
Add your comment
Comment 0 characters remaining
Live Video Streaming
Video Highlights
Sport Talk

 

3 must-do trail runs

If you love trail running, you have to put these on your bucket list.

 
 

Where were you when you last felt alive?

Climbing the world’s largest stone arch
Awesome extreme sports people
Watch: 2015 Absa Cape Epic route
Watch: Insane road bike skills!
Fixtures
25 October 2014
West Ham United v Manchester City, Boleyn Ground 13:45
Liverpool v Hull City, Anfield 16:00
Southampton v Stoke City, St. Mary's Stadium 16:00
Sunderland v Arsenal, Stadium of Light 16:00
West Bromwich Albion v Crystal Palace, The Hawthorns 16:00
Swansea City v Leicester City, Liberty Stadium 18:30
26 October 2014
Burnley v Everton, Turf Moor 15:30
Tottenham Hotspur v Newcastle United, White Hart Lane 15:30
Manchester United v Chelsea, Old Trafford 18:00
27 October 2014
Queens Park Rangers v Aston Villa, Loftus Road Stadium 22:00
Logs
Team P W PTS
Previous Results

Date Home Team Result Away Team
Vote

How long will Mario Balotelli last at Liverpool?

 
 
Men
Women
Love 2 Meet
English Premiership flutter

Take Sport24's "expert" tips at your peril...

Featured

Got something you'd like to get off your chest? Got a burning desire to air an opinion? If so, be sure to sign-up on Sport24's FORUM!

Latest blogs
 

Twitter Follow Sport24 on Twitter

Facebook "Like" Sport24's Facebook page

Newsletters Sign up for the Morning Glory, Super 15 and Soccer newsletters

WIN Enter and win with Sport24!

Mobile Sport24 on your mobile phone - WAP, alerts, downloads, services

Forum Have your Say on Sport24's brand new Forum!

BlackBerry Stay in the loop on your BlackBerry

iPhone Latest Sport24 news on your iPhone

RSS Feeds Sport news delivered really simply.

Blogs Yes your opinion counts. Get it out there

 
There are new stories on the homepage. Click here to see them.