Manchester United extend and expand with Airtel

The deal is being billed by the two parties as a first of its kind in Africa, though it is far from the first sponsorship deal Manchester United has secured on the continent. Earlier this year, for example, United signed a seven-figure deal thought to be worth in the region of US$3.5 million with African telecoms giant MTN, who became the club's exclusive South African telecommunications partner for the next three-and-a-half years.

 

The partnership with Airtel will see Airtel customers given the opportunity to win tickets to watch United play at Old Trafford, take part in coaching sessions and access exclusive United news and download Manchester United highlights, ringtones and wallpapers. It will also, according to Manchester United, see the club 'support the Airtel Allstars' search for young African football talent,' in a move that will significantly increase United's own player scouting and development in Africa.

 

Manoj Kohli, joint managing director of Bharti Airtel, said: "Football is the universal passion of Africa and there's no bigger club in the world than Manchester United. I'm tremendously excited about the opportunities for Airtel customers to interact with the brand, win exclusive match tickets and have the chance to train with coaches from one of the leading academies in world football.

 

"Manchester United's Old Trafford home is known as the Theatre of Dreams and through this deal we hope to fulfil the dreams of thousands of airtel customers over the next four years. We're also launching our ambitious airtel Allstars initiative, in association with Manchester United, to find and nurture African talent to make it right to the top of the professional game."
 

Manchester United chief executive David Gill added: "We're delighted to announce a new four-year partnership with Airtel Africa, one of the most innovative mobile operator in Africa. This deal gives airtel exclusive rights as the official mobile communications partner of Manchester United in 11 African markets with access to unique mobile phone content, including player interviews, goal replays and match reports. This groundbreaking partnership will bring the action of Manchester United direct to our millions of fans in Africa and we're pleased to support airtel in developing the rich pool of young football talent through the Airtel Allstars initiative."