The US car marque has penned a four-year deal with the Premier League for an undisclosed amount. In May, it signed a five-year deal with Manchester United to become the club’s official automotive partner.
Liverpool provides the General Motors owned brand with access to an enthusiastic global fan base and worldwide television coverage of the Premier League.
The sponsorship deals are part of Chevrolet’s switch in marketing strategy. The car marque wants to raise awareness of its brand outside its US heartland, while shaving $2bn off its marketing budget over the next five years. Sponsorship is seen by many as a cost efficient way of boosting engagement.
Chris Perry, global vice president for marketing at Chevrolet, says the sponsorship is about “engaging with supporters” , and “keeping them at the centre of the game.”
Chevrolet is also sponsoring the club’s pre season tour of North America. Liverpool will play Italian club AS Roma tomorrow (26 July) at Fenway Park in Boston.