The Melitta group of companies and the English record champions Manchester United have agreed to extend their multi-year partnership. As of now, Melitta joins the ranks of the club’s global partners as an official coffee partner to connect more intensely with the 659 million fans of the traditional club around the world through various communication and marketing activities. The very positive key figures from the first year of the exclusive partnership, which focused on the United Kingdom, Ireland and Germany, have confirmed the great potential of cooperation for both sides.
This deliberately goes far beyond a classic sponsoring partnership. In addition to the media presence and numerous rights and services that Melitta activates on its own platforms, the close partnership is particularly evident in the Old Trafford stadium, the home ground of Manchester United. More than 200 fully automatic Melitta coffee machines and machines have been set up within the Executive Club Boxes and entertainment areas. In addition, the Red Café, where Melitta products are offered, has been completely redesigned by Melitta. This means that almost half a million people who visit Old Trafford annually enjoy the special coffee specialties of Melitta.
“The close and trusting relationship with one of the world’s most successful football clubs has delivered results that have exceeded our expectations after just a few months. We can demonstrate the performance of our products in one of the most traditional football arenas under real competitive conditions – and the response to it is great,” concludes Volker Stühmeier, member of Melitta management, the first year of the partnership. “Primarily the fans, VIP guests and visitors to Old Trafford, as well as Manchester United employees and players, are thrilled with the Melitta coffee quality and the projects and activities we have implemented together. And for our customers and partners, Old Trafford is a showcase in a class of its own, where every day – even when the ball does not roll – we can present our expertise for professional hot beverage preparation in individual and system catering.”
Richard Arnold, Manchester United Group Managing Director, commented, “Manchester United are keen to make the stadium visit to Old Trafford an unforgettable experience for our fans. From day one, Melitta has proven that they can make a big contribution by providing excellent coffee and premium service – for our up to 7,500 VIP guests on match days and tens of thousands of non-GAME stadium visitors who are supported in the Red Café be spoiled by Melitta.”
“The numbers speak for themselves: On match days, coffee consumption in our lodges and hospitality hospitality areas has increased by 46% compared to the previous season. It shows how much our guests enjoy the Melitta coffees in our stadium. We are all the more pleased that with this special partnership we will now inspire our fans worldwide.”