Manchester United Signs Danish Bank Sponsor, Aon says Deal ‘exceeded expectations’

Manchester United has today announced a four year sponsorship agreement with leading Danish online financial services provider, Ekspres Bank.

Ekspres Bank will exclusively produce and market the official Ekspres Bank Manchester United Credit Card to its customers, as well as the Club’s strong Danish fan base. This is the first affinity credit card the bank has created with a football club.

Manchester United Commercial Director, Richard Arnold said: “Manchester United has a long association with Denmark. Jesper Olsen was our first Danish player, John Sivebaek scored the first United goal under the management of Sir Alex and of course, Club legend Peter Schmeichel won five titles, two FA Cups and a Treble while establishing himself as one of the greatest goalkeepers in the history of the game.

“Allied to that has always been our outstanding support and this sponsorship will help us to further engage with our Danish followers, which make up one in seven of the Danish population. Like Manchester United, Ekspres Bank is ambitious and continues to explore and expand into potential new areas. We are delighted to be able to offer Ekspres Bank’s first football affinity credit card and look forward to a successful partnership.”

Ekspres Bank Chief Executive John Poulsen added: “We are proud to be offering the Manchester United Credit Card to the Danish market where there is a strong support for the Manchester United team and we feel privileged to be working with Manchester United to create a product with Manchester United benefits that we can offer to all the fans in Denmark. Ekspres Bank has 25 years’ experience in Denmark and has a strong basis for offering a Visa card which appeals broadly to the Danish market.”

Aon says Deal ‘exceeded expectations’

Also current United shirt sponsor Aon have revealed their association has “exceeded expectations” despite their current deal coming to an end. 

Aon is in the third season of a four-year deal which cost it an estimated £80million ($121m).

But they were recently usurped by fellow Americans Chevrolet who inked a reported £357million ($542m), seven-year contract with the Red Devils while also losing their kit deal to DHL. 

Despite this Aon will continue as sponsor of the club’s charitable arm, the Manchester United Foundation, in addition to its Business Network. 

Tonight’s game aginst Real Madrid, which is expected to be seen by an excess of 200 million, shows no greater example why Aon have stuck with the brand.

“In 2011, the Superbowl attracted an audience of 111million in the US and 169million worldwide,” said David Prosperi, head of global public relations at Aon.

“During the 2010-11 season, Manchester United’s global reach was four billion.

“These are not our figures, they were published by an independent data company.

“In other words, you would need 24 Superbowls to achieve the same kind of impact, and Manchester United’s season runs for 10 months.

“What else could give you that exposure? Formula One has a season of similar length. But is it the same? I am not so sure.”

Prosperi also believes the US insurance giant will continue to prosper with United in the future.

“From our perspective, our partnership with United has exceeded expectations,” said Prosperi.

“We are really excited about the opportunities it has given us so far, and those that are still to come.

“We wanted to strengthen our brand globally. How better to do that than align yourself with the most powerful brand in the most popular sport?”

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