In 2014, Chevrolet entered the highly competitive and valuable sponsorship space by becoming the fifth shirt sponsor of Manchester United, the most popular football team in the world. Chevrolet recognized the need to stand for something beyond mere logo exposure and saw the sheer scale of football’s fan base as an amazing and unique opportunity to express the brand’s vision and beliefs in a meaningful way. Check out the video here.
Building on this truly globally integrated marketing platform for Chevrolet, our global football team once again delivered an incredible new TVC featuring the Chevrolet 2015 Mascots. The mascots, children ages 8 to 14 representing Brazil, China, India, Thailand and the United States, were each chosen for their moving stories and their embrace of football and embodiment of the spirit of the “beautiful game”.
“Journey,” which debuted September 12, 2015, during the Premier League match between Manchester United and Liverpool FC, follows the children from the moment they find out they have been chosen, and through the experience of a lifetime. The spot tells the story of how football not only brings us together, but how it can transform lives for the better – and how true spirit can inspire us all. It’s the second consecutive year Chevrolet has brought children from around the world to Manchester to participate as mascots. As part of the “Beautiful Possibilities Program,” our team’s new work for Chevrolet helps reinforce the brand’s commitment to bringing play to people and communities around the world. You can meet the mascots and see their inspiring stories at ChevroletFC.com.
With the Chevrolet Football initiatives, we are developing content that connects with the fans in a real and relevant way. Through our partnership with MUFC, we have made a valuable impact on the Chevrolet brand’s objectives. Access to an extremely passionate fan base in our key growth markets allows us to tell new stories in a thoughtful way on an authentic globally integrated marketing platform. Chevrolet has improved opinion or consideration among football fans in priority