US-based IT services firm DXC has sealed a deal with Premier League club Manchester United, becoming their sleeve partner and digital transformation partner. From the 2022/23 season, the DXC logo will be visible on United’s home, away and third kits, providing worldwide brand exposure to the global tech company.
DXC Technology replaces Kohler as the club’s sleeve partner. The Kohler, Wisconsin-headquartered American manufacturer of furniture, cabinetry, tile, engines, generators, and plumbing products became United’s first-ever sleeve sponsor in a multi-year, £20m-a-year agreement in July 2018.
The technical element of the partnership will see DXC take control of United’s digital presence, including their official website, media platforms and applications. DXC’s analytics tools will also be used across the club’s business operations. DXC will also work with the United academy to support coaches with analytics, tracking and reporting tools to help produce players capable of graduating to the first team.
The philanthropic element of the partnership will see DXC work with the Manchester United Foundation on various education programmes and workshops on STEM subjects in the Greater Manchester area.
Commenting on the deal, Chris Drumgoole, Chief Operating Officer of DXC Technology, said:
“Through this partnership, Manchester United is turning to DXC for its experience in enterprise transformation as it strives to engage fans and inspire young people. Whether it’s running one of the most popular and successful sports teams in the world, or transforming business for Fortune 500 organisations, Manchester United and DXC are experts in running mission-critical activities.”
Victoria Timpson, Manchester United’s Chief Executive of alliances and partnerships, added:
“We are proud to welcome DXC as our principal partner for digital transformation, Manchester United Foundation and shirt sleeve in this exciting new era for the club. We are two organisations with a shared belief in the power of technology to win.
“DXC’s technological expertise will help put Manchester United at the forefront of digital transformation, providing effective ways of working and new and exciting opportunities to interact with fans. The possibilities are endless, and we are looking forward to working with DXC on our future digital offerings.”
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