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Chevrolet drives away with second major Premier League deal

Wed 25th Jul 2012 | Football Sponsorship

Chevrolet has made further inroads into the Barclays Premier League sponsorship market by agreeing a four-year partnership with Liverpool.

The US brand will become the official automotive partner of the club in a deal that runs through to the end of the 2015-16 season.

Chevrolet will aim to hit the ground running by also sponsoring Liverpool’s pre-season North American tour, which continues today with a game against AS Roma at Fenway Park in Boston before concluding on Saturday against Tottenham Hotspur in Baltimore. 

Tuesday’s announcement comes after Liverpool’s bitter rival, and fellow American-owned club Manchester United, signed up Chevrolet as its new automotive partner in a five-year deal in May.

Chevrolet’s parent company, General Motors, has been refocusing its marketing efforts of late. Its decision to sponsor United came after it elected to drop advertising from Facebook and next year’s broadcast of the National Football League’s Super Bowl.

“Liverpool supporters from around the world are known for their undying love of their side,” said Chevrolet’s global marketing vice-president Chris Perry. “Our relationship with Liverpool FC extends beyond the traditional boundaries of sponsorship and is about engaging with supporters. Everything we do will be aimed at keeping them at the centre of the game.”

Ian Ayre, managing director of Liverpool, added: “Much like our club, Chevrolet has a long, rich history with a growing, global brand and this landmark partnership once again demonstrates the value of Liverpool's international appeal."

"Partnerships with blue chip brands like Chevy will help ensure the long-term growth and success of our club, both on-and-off the pitch. We look forward to working closely with Chevy to help reach and engage our supporters, who are among the most passionate and educated fans in the world.”

Posted by: Kev Howland (@FCKev)

http://www.buttonshut.com http://www.buttonshut.com http://www.buttonshut.com

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