General Motors switches Liverpool sponsorship to Vauxhall

Chevrolet has pulled out of its four-year deal with Liverpool FC following parent company General Motors’ decision to stop selling the brand in Europe.

The US brand has been replaced as Liverpool’s official automotive partner by Vauxhall, also owned by General Motors, from next month and through to the end of 2015/16 season.

The move is a U-turn for Chevrolet after the marque insisted its deal with Liverpool would not be impacted by GM’s decision to stop selling the brand in Europe. The brand told Marketing Week last month the Liverpool deal would continue as it helps Chevrolet grow brand awareness internationally. 

The sponsorship was signed in 2012 and was an attempt to grow awareness of the US brand in parts of the world where Liverpool enjoy a large following such as South East Asia.

Chevrolet is due to begin its seven-year shirt sponsorship of Manchester United at the start of the 2014/15 season, another deal signed to grow awareness of the brand outside the US. A spokesman confirmed the arrangement is unaffected by the decision to switch Liverpool’s partnership to Vauxhall. 

Vauxhall Motors adds Liverpool to its portfolio of football sponsorships. The car marque backs England, Northern Ireland, Scotland and Wales.

Duncan Aldred, Vauxhall’s chairman and managing director, says: “This exciting new sponsorship will undoubtedly benefit from the experience we have gained in international football and we look forward to the prospect of a partnership with such an iconic club as Liverpool FC.”

The value of the deal was undisclosed. 

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