Money still does all the talking on transfer deadline day
As usual there was a frenzy of late activity on transfer deadline day in the world of professional football. When it comes to exposure, there is still nothing like a big money transfer to get social media going. Even though there were, arguably, bigger transfers – or at least bigger names transferred – the signing of Anthony Martial by Manchester United created by far the biggest visual stir in social. More tweets and more engagement ensued from the transfer, on transfer deadline day and after, largely because of the size of the fee (potentially, with add ons) of £57.6 million.
There’s nothing surprising about money talking in this sense, but does money talk for the shirt sponsor of Manchester United, Chevrolet? In our view, no.
Manchester United have been very clever with their sponsorship deals. When looking at the image, as shown above, the one most tweeted and engaged on social media at the time of the transfer, it’s not dominated by Chevrolet, as one might expect, but more so by AON – number outweighs centre field – and adidas have significant prominence too.
That’s for Chevrolet, adidas and AON to work out for themselves, but we could, with our visual logo tracking technology tell each of them who’s getting the better deal and how to deal with that.