Manchester United signs first denim partner

English Premier League football club Manchester United has signed a global partnership with US clothing company True Religion.

Terms of the deal, which is a first for the club, were not disclosed but it names True Religion as United’s global denim partner.

The partnership will see True Religion launch a range of men’s and women’s co-branded styles from October 26. The exclusive collection features jeans, shirts and jackets, including a limited edition denim jacket embroidered with the club’s crest.

The True Religion Manchester United collection will also include a junior range, to be released later this season.

Manchester United’s group managing director, Richard Arnold, said: “The range we have collaborated on includes the same attention to detail and craftsmanship that has made True Religion a global brand, creating a new way for our fans to express their support for their club through every day, easy-to-wear apparel.”

Most recent

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.