Manchester United’s current sponsorship deal with Chevrolet is set to end in 2021, and new reports suggest that the Red Devils are in the latter stages of tying up a world-record deal that would place Chinese firm Haier on the front of the famous shirt.
Manchester United's current £64m-a-year deal with Chevrolet, which was signed in 2014, is set to expire in 2021. It is a deal that already places United at the top of the 19/20 shirt sponsor value table, netting the club £19m more than their closest rivals, and yet the potential new shirt sponsorship deal with Haier looks set to eclipse that, with reports suggesting that it would rake in a potential £70m-per-year for the club.
Haier Group Corporation may not be a name that is instantly recognisable, but a lot of their brands certainly will be, such as Hoover. It is a Chinese-based home appliances and consumer electronics company that designs, develops, manufactures and sells products including refrigerators, air conditioners, washing machines, microwave ovens, mobile phones, computers, and televisions.
It could mean that, rather than the actual Haier name appearing on the shirt, the firm could opt to place one of their subsidiary brands front and centre. And after they recently acquired Italian electrical giant Candy for £405m in July, could we see a United shirt with that brand on? Sacrilegious thought for Liverpool fans...
Chevrolet’s huge seven-year deal currently remains the biggest shirt sponsorship deal in world sport. The American car giant is now seeking to exit the contract early but United have landed new tie-ups with Lego, Japanese video games firm Konami and Chinese gambling giant Yabo Sport. While this is all excellent news for the club, they still remain in danger of a financial shortfall should they fail to reach the Champions League for another season.
