ManU rejigs tie-ups in pursuit of global brands

Manchester United Football Club is reviewing its existing sponsors and reorganising the structure of the deals in a bid to attract more international brands.

From the 2002/03 season, Man United will cut its second tier of “platinum sponsors” from ten to eight companies. The incumbent sponsors, which include IBM, McVitie’s and Western Union, hold four-year contracts with the club that expire at the end of this season.

Man United has already secured one of its new sponsors – Budweiser, which replaces Carling (MW January 3). The contracts of the other platinum sponsors are being reviewed, but the two first-tier multi-million deals with Nike and Vodafone are unaffected.

Man United marketing director Peter Draper says that brands with a global presence such as Budweiser are the type of sponsors the club wants to bring on board. “There will be a shift from domestic brands to a more international focus,” he says.

Draper adds that the club will be targeting companies from the automobile, utilities and electronics sectors, and says each sponsorship will be individually tailored to each company. “For too long, sponsorship has been based on an ‘everybody gets the same’ approach,” he adds.

According to Deloitte & Touche’s last annual survey, Man United is the richest club in the world, with a turnover of £117m during the 1999/2000 financial year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here