Chevrolet was once as American as baseball, hot dogs and John Cougar Mellencamp. Which was fine when it sold the majority of its cars and trucks in the U.S.
But two years ago more than 60% of its sales were overseas. And baseball, it turned out, wasn't exactly the global marketing tool Chevy needed to continue that growth.
So to sell to the world the company turned to the world's game, signing a record seven-year, $560-million deal with Manchester United to splash its bow-tie logo across the front of the English soccer club's jerseys.
Chevy's realignment will get its first test drive Wednesday at the Rose Bowl when the bow tie replaces the logo of Aon, a London-based...