Melitta Named Global Partner By United
By Shantanu Srivastav | August 3, 2018
Melitta, the German coffee company, has expanded its relationship with Manchester United by becoming a global partner of the English Premier League football club.
Melitta first collaborated with United late last year, signing a deal to become the team’s exclusive coffee partner in Europe.
Since partnering with United, the coffee business has revamped Old Trafford’s Red Café, which has welcomed almost 50,000 visitors since November. During the upcoming season, Melitta will create a global initiative to give fans the chance to win VIP trips to the Theatre of Dreams.
The firm will also create a collection of United and Melitta-branded coffee machines, coffee beans, cup and other coffee preparation items.
Manchester United’s Group Managing Director, Richard Arnold, said: “At Manchester United, we pride ourselves on offering to our fans the best possible experience when visiting Old Trafford. Melitta have quickly demonstrated how they can assist us with this aim, by providing premium products and services to the thousands of hospitality visitors we welcome each home game, as well as non matchday visitors who have the opportunity to visit the Red Café, powered by Melitta.
“Since the partnership began last November, on matchdays alone, we have seen a year on year increase of 46% consumption of coffee within our hospitality areas, demonstrating how much our visitors enjoy the Melitta coffee experience available at the stadium. The success the partnership has achieved in such a short period has been phenomenal and I am delighted this has gone on to lead to the elevation to a global sponsorship.”