Manchester United has added Chivas whisky to a global partner portfolio that now includes 24 brands.
The Scotch brand has agreed a three-year deal to become the club’s Official Spirits Partner, announcing the news via a launch film released on social media.
Chivas plans to activate the partnership with a campaign encouraging fans to “celebrate the blend that makes them unique”, based on a message that collaboration underpins all achievement.
The brand is working with agency Octagon to design and implement its strategy.
The deal with Chivas comes ahead of Manchester United’s first Premier League home game of the season.
It includes rights to Old Trafford stadium branding and digital perimeter boards.
Commenting on the partnership, Richard Arnold, group managing director at Manchester United, said: “Manchester United’s history is built on teamwork and we embrace Chivas’ belief that ‘blended is better.’
“Our success both on and off the pitch allows us to bring together the best mix of people who help to make our Club the global name it is today.
“Each individual has their own skills but the way in which they blend together is what makes us a united team.
“It is a pleasure to welcome Chivas as Manchester United’s Global Spirits Partner and we look forward to working together to share this belief with our fans.”
Jean-Christophe Coutures, chairman and CEO at Chivas Brothers, added: “Blending has been in our DNA ever since James and John Chivas pioneered the art in 19th century Scotland.
“Partnering with Manchester United was therefore a natural fit; we both firmly believe that great things can be achieved when we come together - from balancing the perfect blend of malt and grain whiskies that go into our Scotch, to using the perfect combination of players’ skills on the pitch to create a winning team.
“We look forward to using our spirit to help showcase the spirit of the Club and its fans all around the world.”
Manchester United’s partnership with Chivas follows hot on the heels of two other multi-year global agreements.
In the last week, the Old Trafford club has also concluded deals with MoPlay, a mobile betting and gaming brand, and Melitta, which has upgraded its regional partnership agreement to become Manchester United’s global Official Coffee Partner.
The elevation will incude the creation of Manchester United and Melitta co-branded coffee machines, coffee beans, cups and other coffee preparation items.