Chivas blends into Man Utd programme as global spirits partner

August 8 – Manchester United has agreed a sponsorship with blended Scotch whisky brand Chivas to become the club’s official global spirits partner.

Chivas is blended whiskey first made by the Chivas brothers in their Aberdeen, Scotland, store basement in the 19th Century. Now the Chivas range of whiskies sells more than 4.2 million 9L cases every year.

It is this concept of ‘blending’ that two partners are emphasising with a press release saying “the collaboration will see the two global names join forces to celebrate their collective belief that blended is better – in life, football and Scotch.”

Described as a multi-year partnership, no figure was given for the deal.

Chairman and CEO at Chivas Brothers, Jean-Christophe Coutures, 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.”

Chivas’s brands will be available throughout Old Trafford and Chivas will have a package of digital assets as part of the agreement. Chivas has created a short film using players from the Man Utd pre-season tour in the US to promote the partnership (see below).

“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,” said Manchester United group managing director Richard Arnold.

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