MANCHESTER, United Kingdom: DXC Technology and Manchester United have signed a major, multiyear partnership agreement as the football club turns to technology to transform its operations and enhance the football experience for its global fan base.
DXC has become the Premier League club’s Digital Transformation Partner, Principal Shirt Sleeve Partner, and Presenting Partner of the Manchester United Foundation.
Through the agreement, financial terms for which were not disclosed, US-headquartered DXC will become principal partner of Manchester United focused on the club’s digital transformation and innovation. As principal shirt sleeve partner, DXC will have a global presence on the shoulder of the team’s home, away and third kits. DXC will also become a partner of Manchester United Foundation, collaborating on the care it gives to the community.
It bears noting that for the shirt sleeve sponsorship piece alone, US manufacturing company Kohler, which had held the role since the start of the 2018-19 season, was reported to have been paying the club close to £15m ($17.9m) per season. Some reports put the deal value even higher – at £20m ($23.84m) a season.
“We are proud to welcome DXC as our principal partner for digital transformation, Manchester United Foundation and shirt sleeve in this exciting new era for the club,” said Victoria Timpson, Manchester United’s CEO of Alliances and Partnerships. “We are two organizations with a shared belief in the power of technology to win.”
As one of the world’s most globally recognized sports teams, Manchester United will work with DXC to become more data driven and optimize its digital offering to fans, helping to improve the way they engage and interact with the club.
“Through this partnership, Manchester United is turning to DXC for its experience in enterprise transformation as it strives to engage fans and inspire young people,” said Chris Drumgoole, chief operating officer, DXC Technology. “Whether it’s running one of the most popular and successful sports teams in the world, or transforming business for Fortune 500 organizations, Manchester United and DXC are experts in running mission-critical activities. We stand united in delivering excellence.”
The agreement, which commences July 2022, covers the following areas:
Manchester United’s Digital Presence
DXC will deliver and develop Manchester United’s digital presence including the club’s website and media platforms. Starting immediately, DXC will manage Manchester United’s app, which has users in 214 global territories and is the top downloaded sports app in 68 global markets. For example, DXC will streamline analytics data helping the club to deliver a more personalized experience for fans across the club’s digital channels.
Data Driven
With its experience in data analytics and engineering, DXC will help Manchester United to harness the power of data to enhance fan experience and certain business operations. In a first step, DXC and United will deliver a new data platform that will aggregate data across the club and enable new insights to inform strategic business planning and performance.
Partner to Manchester United Foundation
DXC will also become the Presenting Partner of Manchester United Foundation. The partnership will focus on how technology can have a positive impact on people, the environment, and society, working together to educate and inspire a new generation of STEM students, through digital workshops, programs and in-person seminars.
Digital Transformation Roadmap
DXC and Manchester United will work together to set a digital vision and strategy to help the club benefit from powerful emerging technologies as it prepares for opportunities of tomorrow. For example, DXC will work with the Man Utd Academy to support coaching staff with data analysis, tracking and reporting technologies.
Shirt Sleeve Partner
As principal shirt sleeve partner for the 2022/23 season, DXC will be visible on the club’s home, away and third kit, for the men’s, women’s and youth teams, receiving worldwide brand exposure to football’s expansive global audience. DXC joins Teamviewer and adidas as principal partners on the new kit which will be launched later this week.
“DXC’s technological expertise will help put Manchester United at the forefront of digital transformation, providing effective ways of working and new and exciting opportunities to interact with fans. The possibilities are endless, and we are looking forward to working with DXC on our future digital offerings,” added Timpson.
