Published on October 23rd, 2020 | by The GC Team0
Melitta and Manchester United extend partnership
Coffee machine manufacturer Melitta and Manchester United are to continue a partnership through which Melitta has generated many opportunities for brand visability.
The Premier League Club and the German family-run business have been working together since the end of 2017.
In August 2018, the partnership was expanded globally, creating a relationship that has exposed Melitta to the club’s 1.1 billion global fans and followers.
“Our close and trusting relationship with Manchester United has paid off,” said Volker Stühmeier, a Member of Melitta’s Chief Corporate Management.
“We have been able to use the popularity of one of the world’s most well-loved football clubs very successfully for our brand and would like to further develop this in the coming years.”
Collaboration on many campaigns has including the display of banners at Old Trafford to promote core partnership messaging to match-going fans. Since 2017, around a million cups of Melitta coffee have been served to fans at the stadium and over 200 fully automated coffee machines have been installed within the Club’s VIP Executive Club boxes and office areas.
To launch the partnership, Old Trafford’s Red Café, supported by Melitta, was re-imagined; a joint project that has since seen more than six tonnes of coffee beans consumed by visitors each year.