Manchester United has enhanced its partnership with Germany-based coffee company Melitta following a successful first season.
The two parties first teamed up in November and Melitta will now serve as a global partner of United after having originally been a regional sponsor.
Melitta is the exclusive coffee brand served throughout United’s Old Trafford stadium, with its products sold in executive boxes, hospitality suites and office spaces, as well as at the club’s Aon Training Complex.
The company has revamped United’s Red Café and since its relaunch in November it has attracted almost 50,000 visitors.
Melitta plans on creating a global initiative during the upcoming season, with fans to be given the chance to win a VIP experience at Old Trafford. A range of co-branded coffee machines, coffee beans, cups and other items will also be launched as part of the agreement.
Richard Arnold, United’s group managing director, said: “At Manchester United we pride ourselves on offering to our fans the best possible experience when visiting Old Trafford. Melitta have quickly demonstrated how they can assist us with this aim, by providing premium products and services to the tens of 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.
“Since the partnership began last November, on matchdays alone, we have seen a year-on-year increase of 46 per cent consumption of coffee within our hospitality areas, demonstrating how much our visitors enjoy the Melitta coffee experience available at the stadium.”
Volker Stühmeier, a member of Melitta’s chief corporate management, added: “After only a few months, the close and trusting relationship with Manchester United has already delivered results that have exceeded our expectations by far. 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.
“The fans, the hospitality guests and visitors in Old Trafford, but also the staff and players of Manchester United are thrilled by the quality of Melitta coffee and the projects and activities we have implemented together.
“For our clients and partners, Old Trafford is a world-class showcase where we can present ourselves as specialists for professional hot beverage preparation in both individual and system catering on a daily basis – even when there is no match on.”
Image: Parrot of Doom