Manchester United Football Club
Film distributor 20th Century Fox struck its ground-breaking deal as the Official Feature Film Partner of English Premier League club Manchester United is heavily geared towards the acquisition of media on digital perimeter boards at Old Trafford, backdrops for pre- and post-match interviews and on the club’s home page.
Printing and technology brand Epson sponsors two major football properties, including English Premier League giants Manchester United, that “provide the strategic and geographical coverage the brand requires from its portfolio”.
Consumer goods manufacturer Unilever and Premier League football club Manchester United embarked on a partnership in October 2013 which saw the brand become Manchester United’s Official Personal Care and Laundry Partner across Southeast Asia.
Automotive brand Chevrolet’s principal sponsorship of Manchester United began on 7 July 2014 with the release of the 2014-15 home shirt bearing the Chevrolet logo. This case study focuses on the first six weeks of the new partnership, including the global release of Manchester United’s home, away and third kits, and Chevrolet’s activations on Manchester United’s 2014 US pre-season tour.
The strength of Manchester United as a sponsorship property was underlined in Aon’s recent renewal, as the brand rated a second-tier deal with the club more valuable than the vacant Lead Global Partner berth at the Women’s Tennis Association.
Phil Clement, Aon’s global chief marketing and communications officer, discusses the brand’s sponsorship decision-making process.