January 10 – Gruppo Campari’s Italian aperitif brand Aperol has become the official global spirits sponsor of Manchester United Football Club. The multi-season sponsorship officially launched January 1 and runs until the end of the 2016/2017 season.
As the official global spirits partner, Aperol will have branding across Manchester United assets including visibility at home games as well as in official club publications, on MUTV and on the official website.
Campari’s signature drink, Aperol Spritz, will be served in the stadium’s hospitality areas.
Campari is looking to expand its Aperol brand beyond its traditional Italian market and as such will use a simple ‘Cheers, United!’ as its marketing tagline as the drink is rolled out worldwide.
Campari’s CEO Bob Kunze-Concewitz said when the deal was first announced at the group’s financial results press briefings back in August: “This is a huge franchise that has a huge global following… and will give Aperol a very nice boost in terms of visibility.”
No figure has been released for the sponsorship deal. Manchester United legends Denis Irwin and Peter Schmeichal officially launched the sponsorship at Old Trafford last night.
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