Manchester United find the right blend with Chivas

Soccer giants continue commercial drive with whisky brand global partnership.

Manchester United find the right blend with Chivas

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English soccer giants Manchester United have added another global partner to their growing portfolio with Scotch whisky brand Chivas.

No financial details of the multi-year partnership were revealed but the deal will see Chivas’ range of whiskies made available throughout Old Trafford’s hospitality suites, while the company’s branding will be displayed on digital perimeter boards as well as throughout the stadium.

The Premier League club’s group managing director, Richard Arnold, said: “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.”

Jean-Christophe Coutures, Chivas Brothers chairman and chief executive, 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.”

To celebrate the partnership, Chivas created a short film, shot in Los Angeles during the club’s pre-season tour. The film stars an array of United first team players and was released on social media to activate the deal.