By Mark Baber
August 1 – Manchester United and PepsiCo yesterday announced a multi-year regional sponsorship agreement in Asia-Pacific which will see PepsiCo will become the Official Soft Drinks Partner of Manchester United in Thailand, Malaysia, Singapore, Myanmar, Cambodia, Laos and Brunei.
Within the seven Asian markets, PepsiCo will hold exclusive rights to use Manchester United branding on its products and point of sale materials. Manchester United estimates it has a combined fan base of more than 38 million consumers in these countries and connecting this fan base to PepsiCo’s strong portfolio of brands is expected to benefit both brands.
Manchester United Group Managing Director Richard Arnold said: “Manchester United and Pepsi are two iconic brands and the Club is delighted to be teaming up with PepsiCo as our Official Soft Drinks partner in these seven territories in Asia.
“Our huge following in this region and the strong popularity of both brands within Asia-Pacific can only benefit our fans. PepsiCo understands what our fans love and through our partnership will be bringing them exciting promotions and incentives getting them closer to the Club they support.
Mustafa Moussa, Senior Marketing Director for Social Beverages, PepsiCo Asia-Pacific, said: “Sports represent a huge global platform for PepsiCo, and we’re delighted to be teaming up with Manchester United in Asia Pacific. The combination of Manchester United’s stature as one of the world’s most iconic sports franchises and PepsiCo’s portfolio of beloved brands will create exciting new opportunities for consumers throughout the region.
“The partnership brings to life Pepsi’s “Live for Now” positioning, which was launched in Asia Pacific in January this year. Working with the biggest names in sports and entertainment, we look forward to enabling consumers to celebrate their passion for Pepsi and Manchester United.”
No figures for the value of the deal have been released, but it is reckoned to be for two years.
Back in England, Manchester United’s supporters group has received an approval from Trafford Council to make its Old Trafford stadium an asset of community value.
The Manchester United Supporter’s Trust (MUST) have celebrated the decision which means that the venue can only be used as United’s home ground for the forseeable. Should the club want to sell or move ground they would have to give a six-month period in which MUST could act against the proposed sale and also bid for the stadium.
This club has requested the council to review of the legislation.
A club statement read: “Old Trafford is, of course, a special place; it is the heart and soul of the club. The club obviously sees it the same way, which is why over the last eight years it has demonstrated its commitment to Old Trafford by spending around £90 million upgrading its facilities and it will continue that investment in the future.
“We do have concerns that the legislation is not being applied correctly which could set a precedent throughout the country. Therefore, we have asked the council to follow the statutory review process to ensure the legislation is being applied as intended and we shall continue to keep open communication with the council.”
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