MANCHESTER: Premier League club Manchester United continues its sponsorship signing spree naming Scotch whiskey brand Chivas as its Official Global Spirits Partner in a multi-year deal.
The partnership will mean Chivas’ portfolio of blends will be available throughout Old Trafford’s hospitality suites, becoming part of the Manchester United matchday experience. The partnership will also see Chivas branding displayed on digital perimeter boards as well as throughout the stadium.
To celebrate the partnership, Chivas created a short film during the club’s pre-season tour in the USA which highlighted an array of first team players revealing an often unseen side to them, showing what defines who they are, both on and off the pitch.
Manchester United’s Group managing director Richard Arnold said: “Manchester United’s history is built on teamwork and we embrace Chivas’ belief that ‘blended is better.’ Our success both on and off the pitch allows us to bring together the best mix of people who help to make our club the global name it is today. Each individual has their own skills but the way in which they blend together is what makes us a united team.
“It is a pleasure to welcome Chivas as Manchester United’s Global Spirits Partner and we look forward to working together to share this belief with our fans.”
Chairman and CEO at Chivas Brothers, Jean-Christophe Coutures, said: “Blending has been in our DNA ever since James and John Chivas pioneered the art in 19th century Scotland. Partnering with Manchester United was therefore a natural fit; we both firmly believe that great things can be achieved when we come together – from balancing the perfect blend of malt and grain whiskies that go into our Scotch, to using the perfect combination of players’ skills on the pitch to create a winning team. We look forward to using our spirit to help showcase the spirit of the club and its fans all around the world.”
