Manchester United forms partnership with Aperol

Aperol Spritzes Football fans at Old Trafford can enjoy an Aperol Spritz during matches as part of a new partnership for Aperol to become official global spirits partner for Manchester United.

Branding for the Italian aperitif will be prominent on the Old Trafford digital advertising boards during Premier League, FA Cup and Capital One Cup home matches.

Additional advertising will feature in match-day programmes, in the Manchester United monthly magazine Inside United, on MUTV and the club’s official website.

The signature serve of an Aperol Spritz (pictured), where the aperitif is mixed with prosecco and a splash of soda, will be sold in the Old Trafford hospitality areas.

The deal runs from January 1 this year until the end of the 2016/2017 season.

Brand owner Gruppo Campari will run a programme to activate the partnership in key global markets through advertising and marketing communications including on-trade, digital and PR activity as well as a global Aperol Spritz Facebook page.

Gruppo Campari said that Aperol, which dates back to 1919 and is widely drunk in Italy, was the perfect drink to celebrate the success of Manchester United with its 135-year heritage and image as one of the most recognisable sports brands in the world and a global fan base of 659million followers.

Bob Kunze-Concewitz, chief executive of Gruppo Campari, said: “We’re delighted to announce Aperol as the new way to celebrate the joy and the passion for Manchester United.

“With the club widely recognised as the most supported in the world, this is a partnership that will deliver brand exposure on a massive scale, helping to provide Aperol, and its signature drink Aperol Spritz, with excellent levels of year-round brand exposure, consumer engagement and promotional opportunities in developed and new global markets.

“Manchester United is the most successful club in England and one of the most successful in the world, winning with style and panache, bringing millions of fans together in celebration.

“Similarly, Aperol is a brand that also embodies success, celebration and sociability. The natural fit between the two brands makes the partnership one that will bring continued success to both parties.”

Manchester United’s group managing director, Richard Arnold, said: “We are delighted to welcome Aperol as Manchester United’s new global spirits partner. Aperol is an ambitious brand and we have been impressed by their innovative approach to developing on an international stage.

“Manchester United has 659million followers across the world and this partnership will be another platform to bring the club closer to these fans.

“Aperol is a fitting partner to help the club and its supporters to celebrate our achievements and we look forward to hopefully sharing many successes together in the coming years.”

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