August 6 – Manchester United have expanded their deal with coffee brand Melitta from a regional to a global partnership. As part of the deal Melitta will create a collection of Manchester United and Melitta branded coffee machines, coffee beans, and cups.
Melitta, which is already served exclusively throughout the Old Trafford stadium and at the club’s Aon Training Complex, will also run a fan engagement campaign with the reward if trips to Old Trafford.
“Since the partnership began last November, on matchdays alone, we have seen a year on year increase of 46% consumption of coffee within our hospitality areas, demonstrating how much our visitors enjoy the Melitta coffee experience available at the stadium. The success the partnership has achieved in such a short period has been phenomenal and I am delighted this has gone on to lead to the elevation to a global sponsorship,” said Manchester United’s group managing director, Richard Arnold.
Melitta Group celebrates its 111th anniversary in 2019 and is focussed on both the sale of its own branded coffee but also on development and manufacture of filter coffee machines. Its Professional Coffee Solutions provides hot beverages machines for commercial and retail businesses.
Volker Stühmeier, a member of Melitta’s Chief Corporate Management said: “After only a few months, the close and trusting relationship with Manchester United has already delivered results that have exceeded our expectations by far… For our clients and partners Old Trafford is a world class showcase where we can present ourselves as specialists for professional hot beverage preparation in both individual and system catering on a daily basis – even when there is no match on.”
No term or value for the expanded deal was given.
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