According to Sport Business, Premier League giants Manchester United have signed a multi-year deal with Scottish Whiskey brand Chivas. Through this, the Red Devils have entered a global partnership with one of the biggest beverage brands in the world.
Known for their success on the soccer pitch, which the Manchester club have turned into profits over the years, United remain the most valuable brand in club football. In 2018, their total value stands at £1.357m. An improved showing under the tutelage of Jose Mourinho in the last term saw them retain the top spot in the Brand Finance Football 50 list.
It is an achievement for any club to see their name right on the top of the above-mentioned list and the Red Devils have kept their position intact at the top of the same for three consecutive years. Any organisation would like to be associated with such a recognisable brand and Chivas are no different either.
The global partnership between the two giants of sports and beverage industry will see Chivas serve as Manchester United’s global spirits partner. They will also benefit from placing their brand on various surfaces inside Old Trafford. In addition to that, Chivas is also going to bag the pourage rights at the hospitality suites.
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Manchester United experienced a 9% rise in their brand value despite having a lacklustre last season, one in which they were not able to win any silverware. This saw them overshadowing a number of European clubs and their Premier League rivals who got the better of them on the pitch in the race to become the top brand in the Sports industry. Now, after winning over their rivals in the game of business, they should look to dominate them on the pitch next term.
