Chivas whisky joins portfolio, while Melitta to create co-branded coffee products.
Manchester United has further expanded its global partner portfolio.
The club has secured a three-year deal with Scotch whisky brand Chivas to become its official spirits partner, including rights to Old Trafford stadium branding and digital perimeter boards.
Chivas plans to activate the partnership with a campaign encouraging fans to ‘celebrate the blend that makes them unique’, based on a message that collaboration underpins all achievement, according to SportIndustry.biz.
Meanwhile, Melitta has recently upgraded its regional partnership agreement with the club to become its global official coffee partner.
The deal will see the creation of Manchester United and Melitta co-branded coffee machines, coffee beans, cups and other coffee preparation items.
Mobile gaming and betting brand MoPlay is also on board with the club.
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