MANCHESTER UNITED will add at least another £3 million to its commercial revenue over the next three years after agreeing a sponsorship deal with Indonesian tyre brand Multistrada.
Multistrada will become the club’s official tyre partner in Indonesia until the end of the 2015/16 season, paying at least £1 million per year – a figure understood by Frontiers to be the minimum entry price for any new United sponsor.
According to Manchester United, the club is Indonesia’s most supported team. Last season, club matches were watched by a cumulative television audience of over 903 million in the country and United claims to have a following of over 54 million Indonesians.
The deal is the latest example of the Premier League club maximising regional sponsorship opportunities whereby club partners can activate association to the club in specific markets.
Such a strategy allows Manchester United to associate with more than one brand in any sponsorship sector – an approach which has proved highly lucrative in the telecommunications sector where the club now has 14 different partners.
Multistrada’s sponsorship was brokered by Pieter Tanuri, the company’s president and director, and Richard Arnold, Manchester United’s commercial director.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG