Chevrolet scores big with Man U

MARK Harland is a man who regards sports, including football, as a big part of his life but the 46-year-old Canadian never supported a particular football team until recently.

That all changed in 2012 when the company he works for, American auto manufacturer General Motors (GM), signed a seven-year global sponsorship deal with English football's most successful club, Manchester United, worth US$559 million.

Since last July, the Red Devils have worn their famous jerseys with Chevrolet's signature "bowtie" logo emblazoned across the front. Chevrolet is one of the many brands of vehicles produced by GM.

Mr Harland is currently the marketing director (sales, service and marketing) at GM International, having joined the Detroit-based company back in 1997. He is responsible for leading the growth of GM's brands - Cadillac, Chevrolet, Holden and Opel - across Asia, Africa and Australia.

The father-of-three relocated his family from Shanghai to Singapore last July. He met up with BT Weekend at GM International's office in Collyer Quay where he spoke more about

Manchester United and why the 20-time EPL champions are a perfect fit for his employer.

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BT: The partnership with Manchester United is now into its third year. How are things moving along at the moment?

Mark Harland (MH): When I talk directly to Manchester United, they are open to just about everything. I don't think they've ever said "no" to us, whether it's helping us to bring a former player to grace an event here, or to do some other type of promotion.

In many ways, they have the same interests as we do. They are looking to grow their brand in Asia as well. Singapore, Thailand, the Philippines, Indonesia are all crucial markets for them too. We have a shared interest to work and support each other, and the partnership has really flourished since the launch of the new jersey last summer.

BT: How has the awareness of the Chevrolet brand grown of late?

MH: All the indications, whether it's objective or subjective data, show that the awareness has grown incrementally. When I'm on trips to cities like Bangkok or Jakarta, and here in Singapore too, I see the Manchester United shirt with the Chevy bowtie everywhere.

We're now exposed to about 40 to 50 million people globally who tune in to Manchester United matches, and a large percentage of them live in our region. We are building our awareness in South-east Asia, in places like Indonesia and Malaysia where we are still a relatively young brand compared to others in the sector. People are now talking about us more than ever before.

BT: How does GM plan to take advantage of this?

MH: We want to create this relationship with the fans, so that they know that Chevy is an automotive brand and it is sold in markets where they live. But we can do more. There are so many assets and options we can tap on.

We can deliver a specially equipped Manchester United vehicle, send a family to Old Trafford (the club's home stadium) for a match, or bring a legend or player to a fan-viewing party somewhere in the world. In Singapore last December, we invited our customers to a restaurant to watch the Manchester United-Liverpool match, and I was overwhelmed by the turnout.

BT: Chevrolet is also the sponsor of the One World Futbol Project, which started in 2012. How's that experience been?

MH: We're committed to support the donation and distribution of 1.5 million Chevrolet-branded footballs, which are indestructible and never goes flat, over three years. We distribute them to needy children and youths. We've already donated over 100,000 balls in South-east Asia to date. We believe in giving everybody an opportunity to play football, to enjoy themselves and have a good time.

BT: How big of a sports fan are you?

MH: I like just about any sport, although I'm still trying to wrap my head around cricket and badminton. When I first arrived in Singapore, the first thing I did was to find the local men's ice hockey league. I play ice hockey twice a week at The Rink (Singapore's first and only Olympic-size ice skating rink) at the J-Cube mall in Jurong East.

On weekends, I meet up with other dads at Turf City where I volunteer as a rugby coach for my son's rugby club. I also cycle with a group from the Australian & New Zealand Association in Singapore and we get on our bikes early in the morning.

I watch the big Manchester United games, and the NFL (National Football League) matches. I support the New England Patriots, which is the closest franchise team to my home in Montreal.

BT: Manchester United is doing relatively well in the EPL. The team is in fourth place and also in the fourth round of the FA Cup. How important is it that the club does well and plays in the top competitions?

MH: We partnered with the club because of its winning culture and strong tradition. They may have a couple of bad games but eventually you know they're going to get back to winning ways.

It's been an interesting season so far, with a new coach in Louis van Gaal and many new players now in the squad. It's been exciting and fun to watch them move up the EPL table and I see nothing but more wins and championships for the team in the coming years.