Posts Tagged ‘gm manchester united’

Value of Deal with Man United Getting Early Test

$559 million tie-up got marketing chief fired.

by on Apr.15, 2014

Manchester United's Phil Townsend (left) and Chevrolet U.S. Marketing Vice President Paul Edwards announce Chevrolet's sponsorship of Manchester United's match vs. Real Madrid at the University of Michigan on Aug. 2.

One of General Motors’ most controversial marketing endeavors will be on full display as the Manchester United Football Club will barnstorm in the U.S. this summer, wearing their new jerseys, featuring the Chevrolet brand logo in distinctive colors.

With 60% of Chevrolet’s sales outside the United States, the maker is looking to make an impact in markets around the world. The $559 million, seven-year deal with Manchester United, which sidelined the career of at least one senior GM executive, also offers Chevrolet an opportunity to change the conversation around the brand away from the ignition-switch recall controversy, which has swamped the company in recent weeks.

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Manchester United, which is considered by some to be the best, if not the best-known, soccer club in the world, will play the L.A. Galaxy of Major League Soccer in the Chevrolet FC Cup, July 23, at the Rose Bowl in Pasadena, Calif. (more…)

Honda Slam Dunks Deal with Brooklyn Nets

Maker’s first East Coast sponsorship.

by on Aug.13, 2012

Fuhgeddaboutit! Honda teams up with the Brooklyn Nets and the Barclays Center.

Apparently, sporting fever is spreading in the wake of the Olympics.

American Honda Motor Co. Inc. has signed a multi-faceted strategic marketing agreement with Barclays Center and the Brooklyn Nets.  It is Honda’s first-ever major sponsorship with a sports and entertainment venue on the East Coast. It will position Honda as a Founding Partner for Barclays Center, which will open in late September.

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The Japanese maker has gained the naming rights for one of the clubs in the arena which will now become the Honda Club. Additionally, with Barclays Center emerging as the home of major college basketball on the East Coast, Honda will be the presenting sponsor of the “Brooklyn Hoops” Winter Festival college basketball tripleheader featuring Michigan vs. West Virginia, St. John’s vs. St. Francis of Brooklyn and Fordham vs. Princeton, on Saturday, December 15.

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Ewanick Reportedly Ousted for Hiding True Cost of Soccer Deal

Whistle-blower turned executive in.

by on Aug.08, 2012

Former GM marketing czar Joel Ewanick, shown with the Chevrolet Volt.

General Motors’ controversial marketing czar Joel Ewanick was brought down by a whistle-blower who revealed that the executive was trying to hide the true cost of a deal with the British soccer team Manchester United, according to a new report.

A one-time Hyundai exec who was brought in to shake up GM’s staid marketing system, Ewanick was a top lieutenant to the Detroit maker’s CEO Dan Akerson.  But the chief executive began the process of firing Ewanick for reasons the maker has yet to reveal.

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Intense, last-minute negotiations allowed the marketing chief to save face by claiming to have “voluntarily” resigned, on July 29th, but insiders quickly began to suggest that something more serious than just a poor showing in sales had led to his departure.

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Ewanick Gone But GM Not Planning Major Changes in Ad Strategy – Yet

Maker will retain Commonwealth, Manchester United deals – but may soon return to Facebook.

by on Aug.01, 2012

Gone but not forgotten, as most of Joel Ewanick's controversial moves will stand -- for now.

While the precise reason for General Motors’ decision to oust global marketing czar Joel Ewanick remains unclear there is no question that the executive radically shook things up during his two-year tenure at GM headquarters in Detroit’s Renaissance Center.

Among other things Ewanick abandoned a network of ad agencies GM worked with – some for more than half a century – walked away from the Super Bowl and Facebook but also inked massive deals with two of Europe’s most storied soccer teams. The bigger question is whether Ewanick’s interim successor, Alan Batey, will reverse some of those key decisions.

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For the moment, a GM spokesman told TheDetroitBureau.com, that isn’t going to happen.  In fact, the day after news began to leak out about Ewanick’s ouster GM confirmed it had upgraded its ties to Manchester United, arguably the most popular soccer club in the world.  Initially, its Chevrolet brand would have gotten banner presence but now it will place its name on the team’s players jerseys starting in 2014, a move guaranteeing all the more visibility during ManUnited’s wide TV coverage.

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Ewanick Gone, GM Plods Ahead on Manchester United Partnership

Chevy's name goes on ManUnited jerseys in 2014.

by on Jul.30, 2012

Chevy expands its ties to Manchester United, arguably the world's most popular soccer team.

Just a day after GM’s global marketing chief Joel Ewanick was ousted – according to numerous reports due to issues related to the maker’s mega-million-dollar deal with Manchester United – the automaker has taken a further step to cement its relationship with the soccer world’s most popular team.

GM’s Chevrolet brand will displace insurer Aon and have its logo plastered all over the Manchester’s familiar red player’s jerseys.  Chevy will be only the fifth corporate sponsor in the team’s 134-year history.

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When the basic sponsorship deal was first announced, in late May, GM notably hadn’t inked rights to plastic its Chevy brand on the high-profile uniforms but Ewanick insisted the partnership was still a great play considering the British team generates nearly as many eyeballs watching its regular season games as watch the season-ending U.S. Super Bowl.

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Update: What Sank GM Marketing Czar Ewanick?

Sources hint of “serious breaches.”

by on Jul.30, 2012

Former GM Global Marketing Chief Joel Ewanick gone after two years.

This story has been updated with more details on the apparent reasons for Joel Ewanick’s departure from General Motors.

Was it simply a matter of weak advertising and declining market share or was there something more sinister that sank Joel Ewanick, General Motors’ hard-charging global marketing czar?

In an unusual and unexpected move, GM issued a terse release announcing that the 52-year-old Ewanick would “voluntarily” resign from the post he took in May 2010 promising to be an agent of change shaking up the automaker’s traditionally staid approach to marketing.  In his two years on the job, Ewanick showed no mercy, abandoning long-time GM ad agencies and walking away from traditional marketing alliances but while there may be many who now are feeling a sense of schadenfreude, or joy at his misfortune, the big question is what happened.

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GM’s initial statement offered little to no clues and the automotive and marketing worlds were abuzz with questions related to the efficacy of the actions Ewanick has taken during his tenure, such as dropping long-time Chevrolet ad agency Campbell-Ewald, pulling GM out of the Super Bowl ad sweepstakes and aborting its ad deal with Facebook. But, a day after the news of his departure began leaking out, there are hints appearing of something more serious.

Insiders now suggest that Ewanick ran afoul of GM policy in terms of handling the finances of a massive partnership the maker recently negotiated with European soccer super-team Manchester United.

“He failed to meet the expectations the company has of its employees,” stated senior GM spokesman Greg Martin, declining to discuss specifics.

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