The cost for Chevrolet to be on the front of Manchester United's shirt = £47 million per year for 10 years (£470 million commitment). On the same shirt, Adidas recently signed a deal to replace Nike = £750 million over 10 years. That is without a doubt the most valuable shirt in sport. To have an American car brand on the front of this iconic shirt seems a little incongruous. The marketer who made the deal has since been fired to further support this view of the deal. For Adidas, expensive, but likely to pay back.
By way of contrast, the AltaGas sponsorship deal with the Canadian National Ski Team is valued at "over $1 million" spanning four years (2012-15). This includes prominent logo placement on team outfits and headgear. As you can see from the pictures below, it is more difficult to stand out in the "higher density" logo world of cross-country skiing.
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