General Motors through its Chevrolet brand is to be the new principal sponsor of Manchester United from the start of the 2014/15 season.  The deal will run for seven years and will see the US car manufacturer replace the US insurer Aon on the front of the team shirts.
The deal was announced on Monday, a mere six weeks after the company joined United’s roster of commercial partners as the official car supplier, and shows the value of building sponsors at all levels and bringing them through to higher value relationships over time.
Considering the team has not played a competitive match since that first deal, this has been a real roller coaster.  The man behind the initial relationship, Joel Ewanick, was replaced last weekend as the global head of marketing amid rumours about their not having been full disclosure made about the financial relationship with the club.
This could have been a hammer blow but instead turned into what could be the biggest sponsorship deal in world soccer. United’s relationship with Aon was worth around €25 million a year and the Chevrolet deal is thought to be worth more than the €30 million paid by the Qatar Foundation to Barcelona.
These numbers are a long way from life in Irish soccer where Limerick FC have yet to secure a major sponsor for the visit of Man City to a packed Thomond Stadium this weekend.  It does though have some echo in the strength of automotive sponsors with Volkswagen, Seat and Nissan adorning shirts of Sligo Rovers, Shamrock Rovers and St Patricks Athletic respectively.
“This is a fantastic, long-term deal for the club,” said Manchester United’s commercial director, Richard Arnold. “We have been partners with Chevrolet for only six weeks, but already they have produced ideas that will benefit both the partnership and hundreds of millions of followers around the world.”
“They are a key partner on our current tour and I know they have enjoyed experiencing the buzz generated by our fanatical support and the sell-out crowds in South Africa, China and Europe. It is a great thrill for those of us who work with partners all year round when an existing partner steps up to being one of our principal partners.”
Only last week Chevrolet announced a deal to become the official auto partner of United’s rivals Liverpool.
View all the latest news on the commercial side of Irish sport
Find out more about how Sport for Business can be of benefit to you
Subscribe today for the free Sport for Business daily news digest