Market Overview

Manchester United Announce Global Partnership with Chivas

  • The original luxury blended Scotch whisky becomes Club's Official
    Global Spirits Partner

(NYSE:MANU) Manchester United and original luxury blended Scotch whisky,
Chivas, have announced a multi-year global partnership. The
collaboration will see the two global names join forces to celebrate
their collective belief that blended is better – in life, football and

This press release features multimedia. View the full release here:

Manchester United teammates Sergio Romero, Antonio Valencia and Chris Smalling (L-R) raise a glass t ...

Manchester United teammates Sergio Romero, Antonio Valencia and Chris Smalling (L-R) raise a glass to the new partnership between Chivas and Manchester United during a film shoot in July in Los Angeles, United States. The film was released to announce Chivas as the "Official Global Spirits Partner" of Manchester United. (Photo: Business Wire)

The partnership will mean Chivas' portfolio of award-winning blends will
be available throughout Old Trafford's hospitality suites, becoming part
of the Manchester United matchday experience. The partnership will also
see Chivas branding displayed on digital perimeter boards as well as
throughout the stadium.

To celebrate the partnership, Chivas
has created a short film
, highlighting the unique blend of
characteristics included in the Manchester United team. Shot in Los
Angeles during the Club's pre-season tour, the film stars an array of
Manchester United first team players revealing an often unseen side to
them, showing what defines who they are, both on and off the pitch.

Original founding brothers, James and John Chivas, blended their first
drop in the basement of their store in Aberdeen, in a story that began
in the 19th Century in Scotland. Chivas has since grown into a
world-leading whisky brand available around the world.

Manchester United's Group Managing Director, Richard Arnold, comments:

"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.

"It is a pleasure to welcome Chivas as Manchester United's Global
Spirits Partner and we look forward to working together to share this
belief with our fans."

Chairman and CEO at Chivas Brothers, Jean-Christophe Coutures, comments:

"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."


About Manchester United

Manchester United is one of the most popular and successful sports teams
in the world, playing one of the most popular spectator sports on Earth.
Through our 140-year heritage we have won 66 trophies, enabling us to
develop the world's leading sports brand and a global community of 659
million followers. Our large, passionate community provides Manchester
United with a worldwide platform to generate significant revenue from
multiple sources, including sponsorship, merchandising, product
licensing, new media & mobile, broadcasting and match day.

About Chivas

Chivas believes that blended is better, in life and in Scotch. The
original luxury blended Scotch whisky, Chivas' belief in blending was
instilled by founding brothers, James and John Chivas, who pioneered the
art of blending in 19th century Scotland. Since then, Chivas has been
integral to the growth of the Scotch whisky category worldwide – by
bringing together the best malt and grain whiskies to create something

Chivas believes in the power of blending in life, as well as in Scotch.
In bringing people together to create a greater whole – which is why
Chivas is proud to be the global spirits partner of Manchester United,
the world's biggest football club; and in blending ambition with
generosity and using success to enrich the lives of others – which is
why the Chivas Venture supports social startups with $1m in annual

Chivas blends its home in Speyside, Scotland, with more than 100
countries across the globe, who together have made Chivas the global
success it is today, selling more than 4.2 million 9L cases every year.
The Chivas range blends timeless classics with modern innovation,
including: Chivas 12, Chivas Extra, Chivas XV, Chivas Mizunara, Chivas
18, Chivas Ultis, Chivas 25, Chivas Regal The Icon, and the Global
Travel Retail exclusive Chivas Brothers Blend.

Chivas. Success is a blend.

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