Signaling its desire to continue growing its profile in foreign markets, Chevrolet has announced that it will be sponsoring the Liverpool Football Club.
The four-year agreement runs to the end of the 2015/16 Barclays Premier League and European campaigns. The Chevy logo will be visible at the club's home field in Anfield, WHERE; and European TV watchers may be seeing club players appearing in TV commercials for the brand.
The agreement covers the club's Pre-Season Tour, which has already begun and includes stops in North America. The club tied Toronto FC 1-1 in Toronto on July 21, and lost 2-1 to the Italian club AS Roma on July 25 at Boston's Fenway Park. On July 28, they will play their English Premier League rivals Tottenham Hotspur in Baltimore.
"Liverpool supporters from around the world are known for their undying love of their side," Chris Perry, Chevy's global marketing VP, said in a statement. "Our relationship with Liverpool FC extends beyond the traditional boundaries of sponsorship and is about engaging with supporters. Everything we do will be aimed at keeping them at the center of the game."
"Much like our Club, Chevrolet has a long, rich history with a growing, global brand and this landmark partnership once again demonstrates the value of Liverpool's international appeal," said Ian Ayre, Liverpool Football Club's managing director. "Partnerships with blue chip brands like Chevy will help ensure the long-term growth and success of our Club, both on-and-off the pitch. We look forward to working closely with Chevy to help reach and engage our supporters, who are among the most passionate and educated fans in the world."
In recent years, Chevy has seen its foreign markets grow to encompass 60 percent of its total sales.
It saw gains last quarter in four of its five biggest markets (the only market not to experience gains was Brazil); and sold 61,865 vehicles in Europe. This represented a 13.6-percent increase over the same period last year during a period in which the European car market in general saw a 6.9 percent decrease.
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