English Premier League football club Manchester United will debut the ‘Seat of Dreams’ at Old Trafford for Sunday’s match against Liverpool, with the UK-first initiative part of an expanded partnership with Marriott Hotels.
The venture from United and the flagship brand of Marriott International will give fans at every game the chance to experience matchday from a unique vantage point in Old Trafford while enjoying special perks including complimentary food and drinks, early entry to the stadium, and the opportunity to meet club legends.
United and Marriott believe the Seat of Dreams represents the only concept of its kind to be found within a UK sports stadium. The experience will be awarded to fans at random through a complimentary upgrade to their existing match ticket. The Seat of Dreams will host four fans at every home game.
The debut of the Seat of Dreams marks the kick-off of a larger relationship between Manchester United and Marriott Hotels, with the hotel brand becoming the club’s first-ever official hotel partner. Marriott International had initially agreed a multi-year global marketing partnership with United back in February.
“Marriott Hotels knows that surroundings have a major impact on how we view and take inspiration from the world, and the Seat of Dreams is our way of offering fans a one-of-a-kind experience when watching their beloved team,” said Mara Hannula, vice-president of brand marketing for Marriott Hotels. “Through this partnership we are proud to create exciting new fan experiences both at Old Trafford and at our hotels around the world.”
Manchester United’s director of partnerships, Sean Jefferson, added: “This is a truly unique opportunity for fans to enjoy a once-in-a-lifetime matchday experience. Unlike anything else available in UK football, this has only been made possible due to Marriott Hotels’ expertise in creating a premium environment and accommodations. Whether it is in one of their many hotels around the world, or here at Old Trafford, this ground-breaking partnership means our fans will have an experience like no other.”
Marriott Hotels said it will leverage its global footprint to elevate the game experience for United fans around the world. The Seat of Dreams will be featured at the club’s #ILOVEUNITED events around the globe to give fans the chance to see what the unique vantage point is like.
Viewing parties held at Marriott Hotels around the world will feature appearances from Manchester United legends and special club-themed food and beverage menus. United-themed amenities and suites will be made available in early 2020 at the Manchester Marriott Victoria and Albert Hotel.
At Old Trafford, the brand has created a hospitality suite modelled after its signature M Club, the brand’s 24/7 business lounge for Marriott Bonvoy Elite members that is featured at nearly 100 Marriott Hotels around the world. The suite will offer VIP access to all of Manchester United’s home games throughout the season, with executive seating and complimentary food and drinks.
Last season Marriott Bonvoy, the Marriott International travel program, offered unique experiences for its members such as becoming United’s stadium announcer or kit manager for the day. Marriott Bonvoy will continue to provide members with United experiences throughout the season offered on Marriott Bonvoy Moments.
The Seat of Dreams announcement comes after United last week agreed a partnership with Tom Kerridge which will see the high-profile chef bring his award-winning food and dining experiences to Old Trafford throughout the 2019-20 season.