English soccer giants Manchester United have expanded their partnership with German coffee company Melitta.
The new agreement sees Melitta strengthen its relationship with the Premier League club from a regional agreement to a global one following a successful start to the tie-up. The arrangement will involve the creation of a global initiative which will bring some of the club’s international fans to Old Trafford for a VIP experience.
Melitta signed on as United’s official coffee partner in November last year, and since then the club has recorded a 46 per cent increase in consumption of coffee within their hospitality areas. The company also led the revamp of the club’s Red Café.
“At Manchester United we pride ourselves on offering to our fans the best possible experience when visiting Old Trafford,” said Richard Arnold, United’s group managing director.
“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.”
“After only a few months, the close and trusting relationship with Manchester United has already delivered results that have exceeded our expectations by far,” added Volker Stühmeier, a member of Melitta’s chief corporate management.
“We are able to demonstrate the performance and quality of our products and services in one of the most iconic and tradition-steeped football stadiums in the world under really competitive conditions – and the feedback is terrific.”
Manchester United kick off the new Premier League season at home to Leicester City on 10th August.