Italian drinks brand Aperol has announced a multi-season sponsorship agreement with Manchester United to become the English Premier League club’s official global spirits partner.
Under the deal, which runs until the end of the 2016-17 football season, Aperol branding will be visible during all United’s domestic home games at Old Trafford, in official publications and on the club’s online and MUTV media channels.
The branding slogan ‘Cheers, United!’ will be rolled out as Aperol seeks to develop its brand outside of its traditional markets through the partnership. Aperol’s signature drink, Aperol Spritz, will be available in Old Trafford’s hospitality areas.
Bob Kunze-Concewitz, chief executive officer at Aperol’s parent company Gruppo Campari, said: “With the club widely recognised as the most supported in the world, this is a partnership that will deliver brand exposure on a massive scale, helping to provide Aperol, and its signature drink Aperol Spritz, with excellent levels of year-round brand exposure, consumer engagement and promotional opportunities in developed and new global markets.”
Defending champion Manchester United is currently seventh in the Premier League, having lost its last three matches in all competitions.