By David Gold
September 2 – Manchester United has agreed a £40 million ($66 million/€46 million) deal with DHL to sponsor their domestic training kit, which will last for four years, making it a first for the Premier League champions.
The figure exceeds the £36 million ($59 million/€41 million) that Vodafone paid to have their names on United’s first team shirts until 2005, and is worth double the £20 million ($33 million/€23 million) a year that Aon currently pay.
United are hoping to build on the agreement to secure an even bigger shirt sponsorship deal when Aon’s deal expires in 2014.
“Manchester United has always been at the forefront of the game off the pitch as well on it and this partnership is another example of that,” manager Sir Alex Ferguson said.
“Everyone knows about the passion of our fans in that part of the world and this deal makes it a lot easier for us to keep in touch with them.”
It is the latest success in the club’s commercial strategy, which focuses on individual deals in regional categories with media partners to maximise revenues, and they hope that commercial revenue will top £100 million ($165 million/€114 million) for the first time when full year accounts are published in October.
David Gill, United’s chief executive, said: “This deal breaks new ground in the English game, we are delighted that DHL has chosen to pioneer training kit sponsorship with the Club.
“Their global presence and international standing are a perfect fit for the world’s most popular football club.”
Commercial director Richard Arnold added: “This is a deal that continues to demonstrate the Club’s position as the most innovative and successful in the game.
“DHL have been a great partner to work with and have integrated with the Club’s operations seamlessly.”
DHL’s logo will appear on United’s training kit, which is worn by the first team, reserve and youth players for domestic fixtures.
The US based logistics giant is hoping to capitalise on the worldwide popularity of the English Premier League and United in particular.
The club has also agreed a deal with Beeline, the Vietnamese mobile phone company, to distribute media content across Vietnam and neighbouring Cambodia and Laos.
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