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Melitta steps up as Manchester United global partner

Germany-based coffee company Melitta has upgraded its relationship with Manchester United by becoming a global partner of the English Premier League football club.

Melitta first partnered with United in November, signing a deal to become the club’s exclusive coffee partner in Europe.

Since partnering with United, Melitta has revamped Old Trafford’s Red Café, which has welcomed almost 50,000 visitors since November. During the upcoming season, Melitta will create a global initiative to give fans the chance to win VIP trips to Old Trafford.

Melitta will also create a collection of United and Melitta-branded coffee machines, coffee beans, cup and other coffee preparation items.

United’s group managing director Richard Arnold said: “Since the partnership began last November, on matchdays alone, we have seen a year on year increase of 46 per cent consumption of coffee within our hospitality areas, demonstrating how much our visitors enjoy the Melitta coffee experience available at the stadium.

“The success the partnership has achieved in such a short period has been phenomenal and I am delighted this has gone on to lead to the elevation to a global sponsorship.”

Volker Stühmeier, a member of Melitta’s chief corporate management, added: “After only a few months, the close and trusting relationship with Manchester United has already delivered results that have exceeded our expectations by far. We are able to demonstrate the performance and quality of our products and services in one of the most iconic and tradition-steeped football stadiums in the world under really competitive conditions – and the feedback is terrific.

“For our clients and partners Old Trafford is a world class showcase where we can present ourselves as specialists for professional hot beverage preparation in both individual and system catering on a daily basis – even when there is no match on.”