London: Manchester United received some welcome relief from the English soccer champions` on-pitch woes with the announcement on Friday of a sponsorship deal with Italian spirits brand Aperol.
United`s latest commercial partnership was signed after a dismal start to the year extended to a third successive defeat, with a tough battle in prospect as it fights to secure a spot in the lucrative UEFA Champions League for next season.
However, a global fan base the club pegs at 650 million followers remains attractive to sponsorship partners such as General Motors , Nike and Aeroflot.
"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," said Bob Kunze-Concewitz, CEO of Campari , which has owned Aperol since 2003.
Commercial terms of the deal, which runs until the end of the 2016/17 season, were not disclosed. Aperol will be able to advertise the brand at United`s Old Trafford stadium and offer its Aperol Spritz drink to fans in hospitality areas.
Reuters
First Published: Friday, January 10, 2014, 19:13
