Liverpool FC and Chevrolet partnership ends early amid brand strategy shift

On July 23, 2012, Liverpool Football Club announced a four-year sponsorship agreement with Chevrolet, naming the car manufacturer as the club’s official automotive partner. The partnership, originally planned to run through the 2015-2016 season, aimed to strengthen Chevrolet’s visibility across Liverpool FC’s domestic and international campaigns. The deal offered Chevrolet high-profile branding opportunities, including stadium visibility at Anfield, player appearances for commercial activities, and editorial presence across the club’s print and digital channels.

Chevrolet’s role also extended to sponsorship of Liverpool’s pre-season tour. In 2012, Liverpool played a series of popular pre-season games in North America, with matches against Toronto FC, AS Roma, and Tottenham Hotspur, allowing Chevrolet to gain exposure to Liverpool’s global fanbase.

However, the agreement was cut short when, in January 2014, General Motors (GM), Chevrolet’s parent company, made the strategic decision to stop selling the brand in Europe. As a result, Chevrolet pulled out of the deal early. Liverpool FC swiftly replaced Chevrolet with Vauxhall, another brand owned by GM, as the official automotive partner for the remainder of the sponsorship term, until the 2015-2016 season.

This move aligned with GM’s decision to focus Chevrolet on more profitable markets, marking an abrupt end to what had been a high-profile collaboration between the football club and the automotive brand.

Stay updated with the latest sponsorship news. Follow SponsorsGo on social media:

• X
• Facebook
• Telegram