July 12 – US brand Kohler has become a global partner of Manchester United in a multi-year partnership that will see the company take the club’s sleeve branding.
No value was given for the deal but it is likely to be in excess of £10 million per season looking at recent market values. Premier League Chelsea announced a £50 million, five-year sleeve sponsorship deal with Hyundai, who are reportedly doubling that paid by their first sleeve sponsor Alliance Tyres.
Sleeve sponsorship branding positions were opened up in the Premier League for the first time last season, with Manchester City’s three-year £25 million deal with Nexen Tire reckoned to be the one of the highest value deals done to date.
Kohler, specialists in kitchen and bath products and one of the largest manufacturers of power systems in the world, will also have game day activations as well as including improvements to club facilities as part of the agreement.
The two parties will also combine for a number of global sustainability and social responsibility projects. The deal covers both men’s and women’s team shirts.
Manchester United’s Group Managing Director, Richard Arnold said: “It is a pleasure to welcome Kohler to the Manchester United family as a principal partner and our first shirt sleeve sponsor for both the men’s and women’s teams. Our shirt is much more than what we wear, it embodies the passion of our fans and their allegiance to the club.”
Founded in 1873 and headquartered in Kohler, Wisconsin, Kohler Co. is one of America’s oldest and largest privately held companies comprised of nearly 37,000 associates. It has more than 50 manufacturing bases worldwide and is the owner/operator of golf resort destinations in Kohler, Wisconsin, and St. Andrews, Scotland. Kohler’s Whistling Straits golf course will host the 2020 Ryder Cup.
David Kohler, President and CEO of Kohler Co. said: “We are excited to help build our global brand among people who align themselves and their lifestyles, with leading-edge innovation and a desire to make the world a better place.
“An essential component of the relationship is our support of the new professional women’s team, and we look forward to their debut and our ongoing support.”
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