The Red Devils will be looking to reach former heights after a promising third-place finish in the league last season. We look at their sponsors for the 2020-21 season.
CHEVROLET – Manchester United signed a deal with American automobile brand Chevrolet in 2014 as their principal partner and official shirt sponsor, replacing AON at the front of their kits. The deal, worth $559m over seven years, comes to an end at the end of the 2020-21 season. With no renewal insight, we might soon see Chevrolet replaced from the front of United’s kits. That said, United are famously known for making long-term principal sponsorship deals, with Chevrolet only being the fifth one since the deal with Sharp was signed in 1982, but that could all change with the post-COVID economic climate. It is yet to be revealed whether the United-Chevy deal could be extended for a short-term or the club might go for a different short-term sponsor.
ADIDAS – United’s deal with Adidas broke all kit-deal records when it was announced back in 2014. The German sportswear giant replaced its American rival Nike, whose $30m-a-season deal with United ended with the 2014-15 season, with a mammoth $128m-a-season deal, becoming United’s official kit supplier for their matchday and training kits for the next ten years. Adidas’ previous biggest deal was their $40m-a-year contract with Real Madrid.
AON – American financial giant Aon Corp became United’s principal sponsor in 2010 in a four-year, $32m-a-season deal. In 2012, the Glazers bought out United’s $12.75m-a-season training kit deal with DHL, and a year later struck a lucrative £153m deal with Aon, which saw the Manchester club’s Carrington training complex renamed to the Aon Training Complex. Aon was replaced as United’s main kit sponsor by Chevrolet in 2014, but continues to serve as the principal training kit sponsor for their pre-match, friendly and regular training kits as well as the official training ground sponsor in a mega-deal that currently runs until 2021.
KOHLER – American manufacturing company Kohler was unveiled as Man United’s first-ever sleeve sponsor in 2018 in a deal reported to be worth $26.4m. The deal sees Kohler’s logo appear on the left sleeve of United’s men’s and women’s kits and also holds Kohler for ‘innovative’ improvements around Old Trafford.
AEROFLOT – Russian airline Aeroflot became United’s official carrier in an initial five-year deal in 2013. It was the club’s first ever deal with a Russian firm. The deal was renewed back in 2017 and is currently worth $40m reportedly. The deal sees Aeroflot provide travel strategies and charter services to the club.
APOLLO TYRES – Indian tyre manufacturing firm Apollo became United’s global tyre partner in 2018 in a three-year deal. The two parties previously had a regional deal since 2013 before it was globalised. Apollo has been attempting to strongly associate itself with football across the Indian demographic. It also serves as the principal partner of I-League club Minerva Punjab, principal partner of ISL champions Chennaiyin FC, as well as an official partner of the Indian Super League. As part of their “Go the Distance” advert campaign, Apollo also holds rights to the players of United, Minerva and Chennaiyin to be used for promotional events.
CADBURY – United signed a multi-year deal with major food group Mondelēz International, the company that owns confectionary brands such as Cadbury, Oreo, Toblerone and Milka, earlier this year. As part of the deal, the two parties work on creating club-themed products for consumers and United’s fans. The two also collaborate to support Cadbury’s ‘Donate Your Words’ campaign, which is a UK-based initiative to raise awareness about loneliness amongst the older generation.
CANON MEDICAL SYSTEMS – Japanese medical equipment company has been United’s official medical systems partner since 2013, a deal that was renewed in 2018. The deal grants United access to Canon’s medical examination and screening equipment, as well as timely upgrades to the same, which are installed at the club’s Aon Training Complex.
CASILLERO DEL DIABLO – Chilean wine brand Casillero del Diablo (Devil’s Cellar) has been United’s official wine sponsor since 2010. Aptly named the “Devil’s Cellar”, its wines are poured in the VIP suites at the home of the Red Devils, Old Trafford, with their logo also branded across the stadium.
CHIVAS – Scotch whisky brand Chivas was announced as United’s Official Global Spirits Partner in 2018. The deal sees Chivas’ range of whiskies served at Old Trafford’s VIP suites as well as its logo branded across the stadium.
DHL – German courier service DHL was signed as United’s official training kit sponsor in a $12.75m-a-year for four years in 2010. In 2012, the Glazer family (United’s owners) bought out DHL’s contract early convinced that they’d be able to generate more funds. United’s training kit sponsorship was later given to Aon Corp. DHL continues to serve as the club’s official logistics partner. The deal gives them branding rights at Old Trafford, interview backdrops, and the club’s social media channels. DHL also gets access to United’s player roster for promotional activities.
GULF OIL INTERNATIONAL – Man United signed a sponsorship deal with Hinduja Group-owned fuel and lubricants retailer Gulf Oil LP in 2016. The deal, reportedly worth $4m annually, aimed to increase Gulf’s presence in China, with its first Chinese station opened in September 2018 – a number expected to excess 1,000 by 2022. Gulf also gets branding rights at Old Trafford and across United’s social media channels.
HCL – Indian IT services and consulting company HCL serves as United’s official digital transformation partner since 2015. The deal sees the two work together to create innovative fan experiences to engage United’s 659+ million followers across the world. HCL also gets branding rights at Old Trafford and across United’s social media channels.
KONAMI – United signed Konami as their official gaming partner in 2019. As part of the deal, Konami got image rights to United’s stadium and players to be recreated for its flagship annual football simulation game Pro Evolution Soccer for its 2020 instalment. The rights were further extended to Pro Evo 2020’s ‘2020-21 Season Update’ release which is set to substitute for an annual game release for the 2020-21 season, as Konami works on a next-gen instalment for next year’s Pro Evo. United’s midfielder and Scotland international Scott McTominay serves as the club’s brand ambassador for Pro Evo. Despite the deal, United’s stadium and players are licensed in Pro Evo’s rival video game series FIFA, who as an exclusive image rights deal with the Premier League.
LAYBUY – The club recently announced Australian payment company Laybuy as their official ‘Buy Now, Pay Later’ partner. The deal allows future customers to buy club merchandise from Manchester United Megastore and spread their payment over six weeks of interest-free instalments. The two will also be working towards integrating the new payment option at their other retail stores.
MAUI JIM – United signed Hawaii-based sunglasses and eyewear brand Maui Jim as their official premium eyewear partner in 2019. As part of the deal, Maui Jim gets access to United’s player roster for promotional activities. Both the men’s and women’s teams of the club are provided with glasses from Maui Jim’s sun and optical ranges.
MARRIOTT HOTELS – United signed Marriott Hotels as their first-ever official hotel partner in 2019. As per the deal, Marriott provides its customer and United fans a unique VIP experience at Old Trofford via its ‘Seat of Dreams’ campaign; lucky United fans gets a chance to enjoy a match at the Theatre of Dreams with exclusive VIP hospitality. Marriott also offers other exclusive fan experience opportunities like a chance to play at Old Trafford’s pitch and be the club’s kit man and stadium announcer for a day.
MELITTA – German coffee company Melitta was signed as United’s official coffee partner in 2017, an initially regional deal that United made global the next year. As part of the deal, Melitta oversaw the refurbishment of Old Trafford’s Red Café. The two continue to collaborate on providing exclusive VIP fan experiences with Melitta’s coffee served at Old Trafford’s hospitality suites.
MLILY – MLILY serves as United’s official mattress and pillow provider since 2016 – a deal that was further extended in 2018. As part of the deal, MLILY helps the club’s coaching staff to create bespoke sleeping environments for the club’s players.
REMINGTON – Remington became United’s first-ever Official Electrical Styling Partner in 2019 in a deal that included both the men’s and women’s teams. As per the deal, the two parties collaborate to create marketing campaigns to grow Remington’s brand globally.
SWISSQUOTE – Swissquote servers as United’s official forex and online trading partner since 2015 – a deal that was expanded the next year. The deal grants Swissquote branding rights across Old Trafford and United’s interview backdrops, as well as access to the club’s players for promotional activities. Swissquote also offers its customers exclusive matchday experience opprtuinites.
TAG HEUER – Swiss luxury watchmaker Tag Heuer is United’s official timekeeper and global watch partner since 2016. To launch the deal, Tag Heuer released an exclusive club-themed range of watches adorn by United players. As part of the deal, Tag Heuer gets branding rights inside Old Trafford and across United’s interview backdrops.
VISIT MALTA – United’s signed a deal with Malta Tourism Authority in 2019, making ‘Visit Malta’ an official global partner of the club. As part of the deal, United promotes Malta as a prime tourism destination, while the Maltese Tourism Authority offers exclusive travel offers to United fans.
YABO SPORTS – Asian betting company Yabo Sports is United’s official betting partner since 2019 in a deal worth $3.82m annually. The deal grants the betting company branding right across Old Trafford and United’s social media channels.
HARVES – Chinese property developer Harves serves as United’s official indoor entertainment centre partner for the People’s Republic of China. Through the deal, United aims to open a series of club-themed entertainment and experience centres across China, with the first facilities targeted to open in the cities of Beijing, Shanghai and Shenyang by end of 2020/early 2021. Each facility will feature exclusive immersive experiences for United’s fans in China.
THE HONG KONG JOCKEY CLUB – The Hong Kong Jockey Club has been an official partner of Manchester United since 2012 – a deal that was further extended in 2016. As part of the agreement, the two work together to conduct football programmes across youth levels in the region, with United’s academy playing in atleast one match in Hong Kong every year.
SCIENCE IN SPORT – Science in Sport™ is United’s official sports nutrition partner in the UK and Europe since 2018. As part of the deal, the two work together with the club’s nutritionists to provide custom plans and products for individual player’s needs, Science in Sport’s nutrition stations installed at Aon Training Complex.