Why GM Dropped Facebook + Super Bowl for Man United + Chevy China Cup

General Motors CMO Joel Ewanick didn't wait long to drop the other shoe after departing Facebook and Super Bowl advertising a couple of weeks ago.

In announcing Chevrolet's China-focused global sponsorship deal with the world's most popular soccer franchise — Manchester United — today, the GM marketing chief switched the focus to a bold step of commission rather than omission, accelerated Chevy's identification as a worldwide rather than a U.S. marque, and just may have changed one of America's most iconic brands forever.

"As Chevrolet continues to grow as a global brand, this is the right time to make a commitment and establish a presence in international football," Ewanick said in a press release about becoming the official vehicle of the Barclays Premier League giant. "Our ambition is to connect with football in a fashion that transcends traditional sponsorship."Continue reading...