Anshuman JoshiTwo and a half seasons of Ole Gunnar Solskjær have seen Manchester United grow from strength to strength, albeit gradually and still without a trophy since 2017. There has been The Super League fiasco, there have been the subsequent fan protests demanding the Glazers to leave, and the women’s team barely have proper working conditions. And yet, the men’s side of things seem to be getting better, albeit slowly. Here are Manchester United’s Global Partners, Financial Partners, Media & Telecom Partners, and Regional Partners going into the 2021-22 season.
Following are the companies and organisations that serve as sponsors and brand partners to Manchester United and enjoy a strong branding presence across their physical and digital assets.
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GLOBAL PARTNERS
Adidas
United’s deal with Adidas broke all kit-deal records when it was announced back in July 2014. The German sportswear giant replaced its American rival Nike, whose £24m-a-season deal with United ended with the 2014-15 season after a thirteen-year stint.
With the deal worth at least £750m over ten years, the German sportswear giant has been the Official Kit Supplier of Manchester United since the start of the 2015-16 season. Adidas’ previous biggest contract at the time this deal was announced was its €35m-a-year contract with Real Madrid.
TeamViewer
The Göppingen-headquartered German tech company was announced as United’s new Principal Partner in March 2021. Starting with the 2021-22 season, TeamViewer is replacing Chevrolet as the front-of-shirt sponsor on United’s matchday kits.
The deal, covering both the men’s and women’s sides of the club, is currently set to run until the end of the 2025-26 season and is reportedly worth £235m.
Kohler
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.
As a Principal Partner of Manchester United, Kohler is not only the sleeve sponsor on United’s matchday kits (both men’s and women’s), it also collaborates with the club over matchday activities, innovative improvements to club facilities, as well as global sustainability and social responsibility projects.
Aeroflot
The Moscow-headquartered flag carrier and Russia’s largest airline is the Official Carrier of Manchester United since July 2013. The Aeroflot partnership was United’s first-ever commercial deal with a Russian firm. The deal sees Aeroflot provide travel strategies and charter services to the club.
The two parties last renewed their partnership in April 2017 in a five-year agreement reportedly worth US$40m.
Apollo Tyres
The Gurugram-headquartered Indian tyre manufacturer first partnered with the club in a three-year regional deal covering the UK and India in August 2013. In September 2016, the two renewed and expanded their partnership in a three-year agreement that made Apollo Tyres the Official Tyre Partner of Manchester United in a global deal.
Apollo, via its ‘Go the Distance’ campaign, has gone on to build football pitches across Africa and India made out of recycled tyre rubber. Apart from branding rights, the deal also grants Apollo image rights for United’s logo and players to feature on its products.
Cadbury
United signed a multi-year deal with major food group Mondel?z International, owner of the Uxbridge-based British confectionery brand Cadbury, in February 2020.
As part of the deal, the two parties work on creating club-themed products for United’s fans and consumers worldwide. The two also collaborate over Cadbury’s ‘Donate Your Words’ campaign, which is a UK-based initiative to raise awareness regarding loneliness among the older generation.
Canon Medical Systems
The ?tawara, Tochigi-headquartered Japanese medical equipment company has been United’s Official Medical Systems Partner since 2013, a deal that was renewed in October 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 training facility at Carrington.
Casillero del Diablo
Chilean wine brand Casillero del Diablo (Devil’s Cellar), which is owned by Santiago-based Latin America’s largest producer and exporter of wines, Concha y Toro, has been United’s Official Wine Partner since 2010. The two parties last extended their partnership in October 2016.
Apart from branding rights, the aptly named “Devil’s Cellar” also has its wines poured in the VIP suites at the home of the Red Devils, Old Trafford.
Chevrolet
Manchester United announced a deal with Detroit-headquartered American corporation General Motors in June 2012 that would make its automobile brand, Chevrolet, a Principal Partner and Official Shirt Sponsor of the club starting with the 2014-15 season, replacing Aon as the front-of-shirt sponsor on United’s matchday shirts until at least June 2021.
The deal, reportedly worth at least US$559m over seven years, ended after the completion of the 2020-21 season. TeamViewer has replaced Chevrolet as the new front-of-shirt sponsor on United’s matchday kits, but Chevy continues to be listed on the club website as the Official Global Partner of Manchester United.
Chivas
The Scotch whisky brand has been United’s Official Global Spirits Partner since August 2018. Apart from branding rights, the deal also sees Chivas’ range of whiskies served at Old Trafford’s VIP suites along with production of limited-edition, co-branded products.
DHL
The Bonn-headquartered German courier service became the front-of-shirt sponsor on United’s training kits in a four-year deal worth at least £40m in August 2011.
In 2012, convinced that they’d be able to generate more funds, the Glazer family bought out DHL’s contract. United’s training kit sponsorship was later given to Aon Corp. DHL continues to serve as the club’s Official Logistics Partner.
Ecolab
Headquartered in Saint Paul, Minnesota, Ecolab is an expert in water, hygiene and infection prevention solutions and services. The company was announced as an Official Global Partner of the club in August 2021. The deal is set to see Ecolab’s range of products and science-based solutions implemented across the club’s various facilities. The two are also set to work together to promote the importance of hygiene and public health as fans return to the stadia all across the UK.
Gulf Oil International
United signed a sponsorship deal with Hinduja Group-owned fuel and lubricants retailer Gulf Oil International in March 2016, making it the Official Global Lubricant Partner and Fuel Retail Partner of the club.
The deal, reportedly worth US$4m annually, aims to increase Gulf’s presence in China, with its first Chinese station opened in September 2018 – a number expected to exceed 1,000 by 2022. Branding rights aside, Gulf also gets access to United’s players to feature in its promotional campaigns.
HCL Technologies
The Noida-headquartered information technology services and consulting company serves as United’s Official Digital Transformation Partner since September 2015. The two work together to create innovative fan experiences to engage United’s 659+ million followers across the world.
Hua Ti Hui (HTH)
The Chinese betting brand was announced as United’s Official Global Betting Partner in May 2021, replacing Yabo Sports, who held the category since August 2019.
Konami
The Chuo, Tokyo-headquartered Japanese entertainment company was announced as United’s Official Gaming Partner in July 2019. As per the deal, Konami holds rights to feature United’s licensing, that includes real-life likeness of players, kits and stadium, in its annual Pro Evolution Soccer release.
Despite the deal, United’s stadium and players remain licensed in Pro Evo’s rival video game series, FIFA, given EA Sports’ exclusive image rights deal with the Premier League.
In July 2021, Konami announced a complete overhaul of their flagship football simulation offering PES, which would now become a cross-platform, free-to-play game called eFootball. United’s deal with Konami will see the club and their assets licensed in the game.
Maui Jim
United signed Hawaii-based sunglasses and eyewear brand Maui Jim as their Official Vision Partner in February 2019 in a multi-year deal. As per 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 the Bethesda, Maryland-based American hotel chain as their first-ever Official Hotel Partner in October 2019. As per the deal, Marriott provides its customer and United’s fans a unique VIP experience at Old Trofford via its ‘Seat of Dreams’ campaign; lucky United fans get 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
The Minden-based German coffee company was signed as United’s Official Coffee Partner in November 2017, an initially regional deal that United made global the year after.
As part of the deal, Melitta has overseen 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.
The two parties last extended their partnership in October 2020.
MLILY
The Knoxville, Tennessee-based company serves as United’s Official Global Mattress and Pillow Partner since October 2016, a deal that was further extended in May 2018.
Apart from branding rights, the deal entails MLILY helping the club’s coaching staff to create bespoke sleeping environments for the United players, as well as license for co-branded products.
Remington
The Middleton, Wisconsin-headquartered American personal care brand became United’s first-ever Official Electrical Styling Partner in February 2019 in a deal that included both the men’s and women’s teams. The deal sees the two parties collaborate over marketing campaigns to grow Remington’s brand globally.
The two parties renewed their partnership in January 2022.
Renewable Energy Group (REG)
The Ames, Iowa-headquartered biodiesel production company was announced as United’s Official Renewable Fuel Partner in July 2021.
The deal entails the two parties working together to “encourage positive environmental change” and help the club achieve their sustainable energy goals.
Tag Heuer
The La Chaux-de-Fonds-headquartered Swiss luxury watchmaker serves United as their Official Timekeeper and Global Watch Partner since July 2016. To launch the deal, Tag Heuer released an exclusive club-themed range of watches adorn by United players.
Visit Malta
United signed a deal with the Malta Tourism Authority (MTA) in September 2019, making ‘Visit Malta’ an Official Global Partner of the club.
As part of the deal, United promote Malta as a prime tourism destination, while the MTA offers exclusive travel offers to the United fans.
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FINANCIAL PARTNERS
CB Bank
The Yangon-based Burmese commercial bank is the Official Financial Services Partner of the club for Myanmar since September 2019.
The deal has seen CB Bank offer its customers United-themed prepaid, debit and credit cards.
Cardless
The San Francisco-based fintech company is United’s Official Financial Services Affinity Partner for the USA since April 2021.
The partnership has seen Cardless launch a United-themed credit card, which offers its customers and United fans exclusive club-based rewards as well as opportunities for exclusive experiences.
Emirates NBD (ENBD)
A partner of the club since September 2013, the Dubai-based government-owned bank is United’s Official Financial Services Affinity Partner for the UAE.
The deal has seen ENBD launch United-themed prepaid, debit and credit cards and offer its customers club-based rewards as well as opportunities for exclusive experiences.
Eurobank
The Athens-headquartered financial organisation is United’s Official Financial Services Affinity Partner for Serbia since April 2014.
The deal has seen Eurobank launch United-themed prepaid, debit and credit cards and offer its customers club-based rewards as well as opportunities for exclusive experiences.
The two parties last renewed their partnership in June 2021.
ICICI Bank
The Vadodara-headquartered Indian financial services company is United’s Official Financial Services Affinity Partner for India since August 2018. The deal sees ICICI offer its customers United-themed debit and credit cards along with club-based rewards as well as opportunities for exclusive experiences.
Invex Banco
The Mexico City-based Mexican banking group has been United’s Official Financial Services Affinity Partner for Mexico since June 2013. The deal sees Invex offer its customers United-themed credit cards along with club-based rewards as well as opportunities for exclusive experiences.
Krungsri (Bank of Ayudhya)
The Bangkok-based Thai bank has been a long-time partner of the club, serving as their Official Financial Services Affinity Partner for Thailand.
The partnership has seen Krungsri offer its customers United-themed credit cards along with club-based rewards as well as opportunities for exclusive experiences.
Laybuy
In October 2020, United signed New Zealand-based payment platform Laybuy as their Official Buy-Now-Pay-Later Partner for the UK, Australia, New Zealand, Canada, Germany, France and the USA.
The deal sees the Laybuy service model becoming a payment option in United’s retail offerings, which enables consumers to spread transaction costs into six, interest-free weekly repayments.
Maybank (Malayan Banking Berhad)
The Kuala Lumpur-based bank has been an affinity partner of the club since 2011, currently serving as their Official Retail Banking Partner for Malaysia, Singapore and the Philippines.
The partnership sees Maybank offers its customers United-themed Infinite, credit and debit cards along with club-based rewards as well as opportunities for exclusive experiences.
National Bank of Egypt
The Cairo-based Egyptian bank is United’s Official Financial Services Affinity Partner for Egypt.
The deal sees the bank offering its customer United-themed credit and prepaid cards along with club-based rewards as well as opportunities for exclusive experiences.
Ping An Bank
The Shenzhen-headquartered Chinese commercial bank is United’s Official Retail Banking Partner in Mainland China since April 2018.
The deal has seen the bank offer its customers a United-themed platinum credit card along with club-based rewards as well as opportunities for exclusive experiences.
Shinsei Bank
The Chuo, Tokyo-headquartered financial institution has been an affinity partner of the club since July 2012, currently serving as their Official Financial Services Affinity Partner for Japan.
The partnership sees Shinsei offers its customer base “Gold” and “Classic” credit cards along with club-based rewards as well as opportunities for exclusive experiences.
Virgin Money
The Edinburgh-headquartered British banking and financial services brand serves as United’s Official Financial Services Partner in the UK since July 2016.
The deal sees Virgin Money offer its customers United-themed credit cards along with club-based rewards as well as opportunities for exclusive experiences.
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MEDIA PARTNERS
Following is a list of media, telecom and streaming companies that have a regional deal with Manchester United that grants them exclusive broadcasting rights for all content produced by MUTV, the club’s in-house channel, for a specific region.
365 Media
The Reykjavík-headquartered Icelandic media company serves as United’s Official MUTV Broadcast Partner in Iceland.
Cytavision (Cyprus Telecommunication Authority)
The Nicosia-headquartered Cypriot telecom company serves as United’s Official MUTV Broadcast Partner in Cyprus.
GO
The Marsa-headquartered Maltese telecom company serves as United’s Official MUTV Broadcast Partner in Malta.
PCCW
The Hong Kong-based information and communications technology company has been United’s official telecommunications and broadcast partner in Hong Kong since July 2010.
The partnership has seen Now TV, PCCW’s pay-TV provider, serve as the club’s Official MUTV Broadcast Partner in the region. PCCW has also worked with the club over several fan engagement initiatives, along with giving out club-themed rewards and opportunities for exclusive experiences.
Spark New Zealand
The Auckland-headquartered telecom company serves as United’s Official Broadcast Partner in New Zealand.
StarTimes
The Beijing-headquartered Chinese electronics and media company signed a regional deal with United in February 2021 to become the Official MUTV Broadcast Partner in Africa. The deal covers over 30 sub-Saharan African countries.
Teleclub
The Zurich-based pay-TV broadcaster serves as United’s Official MUTV Broadcast Partner in Switzerland and Liechtenstein.
TV 2
The Bergen-headquartered Norwegian terrestrial television channel is United’s Official MUTV Broadcast Partner for Norway.
United Media
United Media serves as the club’s Official MUTV Broadcast Partner in Bosnia and Herzegovina, Croatia, Kosovo, Macedonia, Montenegro, and Serbia.
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REGIONAL PARTNERS
Harves
Chinese property developer Harves serves as United’s Official Indoor Entertainment Centre Partner for the People’s Republic of China since January 2019.
Through the deal, United aim to open a series of club-themed entertainment and experience centres across China, each of which is set to 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 June 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 at least one match in Hong Kong every year.
Sportsbreaks.com
The Manchester-based sports travel company became the Official Supporter Travel Supplier of Manchester United in June 2021.
As per the deal, Sportsbreaks is set to offer ‘Match Break’ packages that will include an official ticket and a choice of overnight accommodation for home matches covering all tournaments United are set to play in. Moreover, it is also set to offer travel support to United’s season ticket holders and Executive Club members for the team’s away games, both domestic and international.
