English Premier League football club Manchester United has agreed a deal for Germany-based coffee company Melitta to become its first-ever official coffee partner.
Melitta will serve as the team’s exclusive coffee partner in Europe, with the deal to cover the UK, Ireland and Germany.
As part of the agreement, more than 200 fully automatic Melitta coffee machines and makers will now be installed within ‘Executive Club’ boxes and various other hospitality areas around the club’s Old Trafford home stadium.
In addition, prior to confirmation of the new deal, Melitta supported United with the refurbishment of its Red Café inside Old Trafford. The upgraded facility now features a coffee bar, as well as a new dining area within the main restaurant.
Melitta has also pledged to design and release a range of United-branded coffee machines, as well as run a series of competitions and giveaways related to the club.
Richard Arnold, managing director of Manchester United, said: “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.”
Volker Stühmeier, Member of the chief corporate management at Melitta, 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. For over 360 days of the year, our products will be used in one of the most traditional and iconic stadiums in the world.
“We have the ability to not only serve premium quality coffee using our state-of-the-art equipment, we will also be providing a substantial amount of porcelain, accessories, multipurpose and disposable materials. Old Trafford is an extraordinary showcase for Melitta.”
Representatives from Manchester United are due attend the annual TheStadiumBusiness Design & Development Summit taking place in Barcelona on 28-29 November, to represent an ongoing expansion project at Old Trafford.
Image: Manchester United