By Andrew Warshaw
July 9 – Russia’s growing commercial influence in European sport, and football in particular, has been underlined with the announcement that Manchester United have made state-controlled Aeroflot their airline partner.The five-year deal runs until 2018 when Russia stages the World Cup and marks the latest in a string of Russian ownership and sponsorship agreements.
“Manchester United and Aeroflot share several core values and we are pleased to be welcoming such a high quality company as a sponsor. Like the club, Aeroflot demonstrates team work, quality and a pride in its heritage, whilst still embracing new technologies and innovation.
“Aeroflot is celebrating its 90th birthday this year, but has already impressed us with its youthful energy. We look forward to developing a meaningful partnership with them and reaching our fans in innovative and rewarding ways.”
United claims to have 659 million followers worldwide and won the English title for the 20th time in May. Although Aeroflot does not fly to Manchester, the deal will allow the airline to promote itself on pitch-side advertising boards at Old Trafford and on the club’s website.
Aeroflot replaces Turkish Airlines as the 13th global sponsor for United. No financial details have been released and while United and Aeroflot may not sound like an obvious match, it is canny strategic move, tapping into the affluence and appeal of modern Russia.
From Aeroflot’s end, the agreement marks the latest move by a national airline to boost its brand by linking up with an English Premier League club. Etihad Airways is the main sponsor of Manchester City, while Emirates has an established partnership with Arsenal.
Aeroflot will provide strategic advice to United on travel arrangements for the team and officials and will also provide charter services whenever suitable. At a spectacular launch at Old Trafford, United team members signed a digital replica plane due to be featured across Aeroflot’s marketing channels including its website and Facebook page.
Vitaly Saveliev, Chief Executive Officer, Aeroflot, commented: “We are long-standing, proud, supporters of Russian sport and it’s a significant step for our first global partnership to be with one of the most successful and well loved football clubs in the world.”