With less than 1% of market share in the United Kingdom, Chevrolet is using their association with two of the country's most well-respected brands to boost their sales. After posting record market share in Q1 of 2012, Chevrolet felt the time was right to invest further in the market.
Though the sponsorship was Chevrolet's first entry into European soccer, General Motors' Vauxhall Motors is a partner of the English Football Association. As part of their deal, Vauxhall Motors receives branding on the national team's practice jerseys.
As the centerpiece to their partnership with Manchester United, which has been valued by some at over $600 million, Chevrolet will receive logo recognition on the club's jerseys, beginning in the 2014-5 season. In order to establish some good will with their new property, Chevrolet also offered a fleet of sports cars to the Manchester United athletes. Unfortunately, ManU Manager Sir Alex Ferguson promptly banned many of the players from driving the vehicles, in fear perhaps that it may inflate their egos or distract them from the pitch.
In an effort to further develop their partnerships with EPL rivals Liverpool and Manchester United, Chevrolet has established "Chevrolet FC", an effort by the brand to use soccer as a way to bring people together. As part of the campaign, Chevrolet has been active in distributing content via social media, most namely Facebook and YouTube. While the project is certainly an admirable attempt to tap into, literally, a world of new consumers, it has not sat well with fans of the two clubs.
Chevrolet FC's "DrivenBy" manifesto video, which has garnered almost 300,000 views in less than a week, has angered fans, who feel that the brand do not understand the rivalry between the two teams. With its split-screen imagery and players from the two sides reading in concert, the video --- eerily similar to ESPN’s “Born Into It” commercial featuring ManU and their crosstown rival, Manchester City --- attempts to communicate the power of soccer to bring together even the fiercest of rivals. Unfortunately for Chevy, their video received far less positive feedback. Instead, the brand was criticized for not truly understanding the seriousness of the rivalry.
For any sports marketer, the worst criticism one can hear from fans is that the sponsorship was forced, or even worse, offensive. Though the disapproval in this case is likely an overreaction from two very passionate fan bases, it is not music to Chevy’s ears. In actuality, given Chevrolet’s attempt to tap into the emotion of soccer fans throughout Europe, this may appear a rather ironic response. Nonetheless, it reflects a lack of both research and sensitivity on behalf of the brand marketers.
In order to engage the target audience, Chevy would be better off pinning the two fan bases against one another in some type of challenge --- perhaps over a social media platform.
Regardless of the backlash to the video and social media activity, Chevrolet should be applauded for their corporate social responsibility. As part of their FC initiative, Chevrolet is working to distribute soccer balls to millions living in impoverished areas. It is their hope that the sport can be used to help establish peace and impart some tolerance on those living in these regions.
In addition to their admirable charitable endeavors, Chevrolet plans to activate at Sunday’s derby (read: rivalry) match between the two clubs at Manchester United’s Old Trafford. The game will be televised worldwide, included by Fox in the United States, and will be watched by hundreds of millions around the globe.
Despite the rocky start to the partnerships, Chevrolet will ultimately benefit from these deals --- most especially in 2014 when their logo will be seen on the jerseys of Manchester United, one of the most valuable sports franchises in the world.
Regardless which team you are rooting for come Sunday afternoon, we should all support Chevrolet’s “One World Futbol” project, which could have an extremely positive impact on communities around the world.
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