Manchester United Signs Chivas As Global Spirits Partner
By Shantanu Srivastav | August 8, 2018
English Premier League club Manchester United has named blended scotch whisky brand Chivas as official global spirits partner.
The distillery, owned by Pernod Ricard, has singed a three-year partnership with the club that will mean a number of blended whiskies from the Chivas-branded portfolio will be available throughout Old Trafford’s hospitality suites.
Both United and Chivas will push the idea of ‘blended is better’ as a core message. Under the deal, Chivas will have its branding displayed on digital perimeter boards as well as throughout the stadium.
Richard Arnold, Manchester United’s Group Managing Director, said: “Manchester United’s history is built on teamwork and we embrace Chivas’ belief that ‘blended is better.’ 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, Chairman and CEO at Chivas Brothers, said: “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. We look forward to using our spirit to help showcase the spirit of the club and its fans all around the world.”