GM's Chevy, Warrior Sports sponsor soccer teams in U.K.

By Karl Henkel

Two Metro Detroit companies have jumped into international soccer sponsorships, hoping to cash in on a sport that is bigger worldwide than pro football, which is the king of U.S. sports. The deals by General Motors Co.'s Chevrolet brand and Warren-based Warrior Sports — a sporting goods maker — represent a possible shift in sponsorship dollars as companies feel the need to broaden their reach by targeting new consumers, according to Attila Yaprak, professor of marketing and international business at Wayne State University. "For many of these companies," he said, "the future of their business is in other markets and not as much in the United States."

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