The Melitta Group and the world-renowned English football club Manchester United are to continue their successful partnership. The Premier League Club and the German family-run business have been working together since the end of 2017. In August 2018, the partnership was expanded globally, and has been extended to allow both parties to further cement their close relationship and build on the partnership’s success, that has exposed Melitta to the club’s 1.1 billion global fans and followers.
“Our close and trusting relationship with Manchester United has paid off. We have been able to use the popularity of one of the world’s most well-loved football clubs very successfully for our brand and would like to further develop this in the coming years”, commented Volker Stühmeier, Member of Melitta’s Chief Corporate Management.
As well as featuring in a wide range of communication and marketing campaigns across its various channels, fans of United have also been able to taste Melitta’s premium coffee offering when visiting the Club’s famous Old Trafford Stadium. Since 2017, around a million cups of Melitta coffee have been served to fans at the stadium and over 200 fully automated coffee machines have been installed within the Club’s VIP, Executive Club boxes and office areas. To launch the partnership Old Trafford’s Red @The Melitta Group and Manchester United have collaborated on many campaigns, generating opportunities for brand visibility, including displaying banners at Old Trafford to promote core partnership messaging to match going fans.
The Melitta brand is clearly visible at Old Trafford through perimeter advertising and of course, the players and staff of Manchester United all continue to enjoy Melitta coffee specialities.