Chevrolet are pretty well known, didn't stop them sponsoring united! As you say, sponsoring a PL club is as much about being associated with success as marketing the brand.The McVities CEO wanted to call the stadium The McVities Biscuit Bowl and got laughed at by the Hull City staff on a commercial trip to Turkey. The same CEO (not the owner) didn't approve of any sponsorship of the club but was following orders from their owner. He couldn't see the value in it or any need for it. They feel they have already dominated the British market. That may change now we're on the global stage though.