Chevrolet - Converting dreams to realities

It could be a familiar scene from ESPN Sports channel, filled with 22 players on the football pitch and 50,000 screaming fans from all walks of life. The only difference here is the lack of a commentator, a close-up from the camera and a repeat telecast. As the players from two big teams appear on the field and start their practice and warm-up, you realise you're watching the game live in one of the world's most renowned football stadiums in the world - Old Trafford.

Seemingly bypassed by better selling car brands here in Singapore, Chevrolet is, in fact, an iconic global automotive brand. The carmaker with the bowtie has been the official sponsor for Manchester United Football Club (FC), one of the most successful clubs in English football, since 2012.

It is also through this sponsorship that allows Chevrolet to reach 700 million Manchester United fans and followers in more than 170 countries, including the carmaker's emerging markets such as India, Korea, Thailand and other parts of Asia. As a matter of fact, the carmaker is making use of football to bring communities closer together by donating and distributing 1.5 million footballs to organisations working in disadvantaged communities. This is achievable through a collaboration with One World Play Project.

Mike Devereux, Vice President, General Motors International Sales, Marketing & Aftersales, said, "Our initiatives in football have allowed us to go the extra mile in engaging with customers passionate about the beautiful game. By bringing football fans closer, we celebrate the passion for play and create relevant and meaningful experiences while bridging communities across cultures. We are dedicated to growing the Chevrolet brand around the world, earning Chevrolet ambassadors for life and our focus on football will help us achieve the goal."
Spending just seven days with Chevrolet makes it clear that it is a matter of pride and humility to the brand that its claim of bridging communities lies squarely in its efforts to convert dreams to realities. While declarations of donations from carmakers should usually be taken with a pinch of salt, it’s totally warranted for the carmaker because they flew a group of Thai children, who won a soccer competition, to Manchester to witness the live match between 'The Red Devils' and Liverpool.

Obligingly, tours around both Old Trafford Stadium and Anfield Stadium (Liverpool Football Club's homeground) were arranged, including the option of taking a picture with one of United's legendary players, Gary Pallister.

Admittedly, while Chevrolet doesn't have much to offer in Singapore in terms of its automobile lineup, it is its sponsorship to Manchester United that many soccer and Chevy fans should be proud of. More and more American-based companies are looking to grow internationally.

While every market is different, there are some things consumers in every market connect with or love and football is one of them. The carmaker is, perhaps, smart and bold enough to identify the things its key markets are passionate about or love.

While I cannot speak on behalf of all Singaporeans, I'm personally passionate about cars, soccer and the occasional women. And there is nothing more satisfying than watching an English Premier League live game, not less in the home field of the great Manchester United, even if it means there isn't a commentator to hype things up, a close-up from the camera to see the players' faces and a repeat telecast to see that very awesome goal again.