Manchester United PLC (NYSE:MANU) has added yet another partner to its bulging list of commercial deals with the soccer giant inking a multi-year deal with “respected coffee specialists” Melitta.
The Premier League club announced on Monday that Germany-based Melitta would become its first official coffee partner in Europe, with the partnership covering the UK, Ireland and Germany.
In total the Red Devils now have 54 lucrative commercial deals in place, including with its kit supplier Adidas and official tractor partner Yanmar.
As part of the agreement, Manchester United will install more than 200 of Melitta’s coffee machines in the executive boxes and hospitality areas of Old Trafford.
“With an estimated 6,000kg of coffee consumed each season, the famed stadium will provide the ideal backdrop for Melitta to demonstrate its prowess in providing quality coffee products to a mass audience, without compromising on quality and flavour,” read a club statement on Monday.
Melitta has also helped to refurbish the Red Café inside the famous stadium, including a “sleek coffee bar” and a new dining area within the main restaurant.
Several first team stars and club legends will officially open the revamped café later in the season, while a handful of fans will also be invited along.
Of course, Melitta’s coffee machines – complete with Manchester United branding – will also be available to buy soon.
“Like Manchester United, Melitta is steeped in history,” said United’s managing director Richard Arnold.
“We are very proud to be partnering with this household name and look forward to working with Melitta to further enhance the experience of the hundreds of thousands of visitors we welcome to Old Trafford each season.”
Melitta member of the chief corporate management Volker Stühmeier added: “It is a great honour to work with one of the most successful football teams in the world in such a close and trustworthy way. Old Trafford is an extraordinary showcase for Melitta!”