Premier League giants Manchester United have announced the extension of the agreement with their official coffee partner Melitta – strengthening the ties between two and taking the deal from regional to global.
The English Premier League club had first signed the deal with the German speciality coffee brand in November as the club’s exclusive coffee partner in Europe, covering the territories of UK, Ireland and Germany.
The two parties have now revamped their partnership from a regional to a global agreement, allowing Melitta to further engage with the club’s 659 million global followers. Throughout the 2018/19 season, Melitta will plan a global initiative which will bring some of the club’s most passionate fans to Old Trafford for a VIP experience.
Melitta will also be creating a collection of Manchester United and Melitta-branded coffee machines, coffee beans, cups and other coffee preparation items which will be available for fans to purchase later this season.
The club has said that the partnership, since November, has quickly become an integral part of the club as the exclusive coffee brand served throughout its Old Trafford stadium, from executive boxes to large hospitality suites and office spaces, as well as within the club’s Aon Training Complex.
Melitta’s revamp of the club’s Red Café has been hugely popular among the thousands of fans who visit the stadium each week. Since the relaunch of the Red Café in November, almost 50,000 visitors have been welcomed through its doors, taking in the Melitta coffee experience, states the official release from the club.
Manchester United, since November, has recorded a 46 per cent increase in consumption of coffee within their hospitality areas.
Manchester United’s Group Managing Director, Richard, 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% 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, said, “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.”
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