Manchester United lock in new global partnership deal

English Premier League club Manchester United have sweetened their portfolio by securing a multi-year global partnership with Mondelēz International.

The US-based multinational confectionary, food and beverage company counts the likes of Cadbury, Oreo, Toblerone, Milka and Belvita within its ownership – and will collaborate with the Premier League side to create co-branded products, as well as interactive campaigns to engage United’s supporters across the globe.

The deal hasn’t been confirmed for its financial worth, but will see Mondelēz looking to tap into a worldwide fan and follower base that has reached 1.1 billion people, according to market research agency Kantar.

The partnership recently began with United’s 3-0 home win against Watford on 23rd February, which included support for Cadbury’s ‘Donate Your Words’ campaign on digital signage.

“Whether it’s Cadbury, Ritz, Oreo, or one of its many other brands, Mondelēz’s products are renowned around the world,” said Richard Arnold, Manchester United’s Managing Director.

“This global partnership will assist Mondelēz with its expansion into key markets whilst deepening the affinity their customers have for their products. For Manchester United, the partnership enables us to bring Mondelēz’s popular products to our fans and enhances our ability to continue investing on the pitch.”

Colin O’Toole, Associate Marketing Director at Mondelēz has been part of the new deal agreement.

“As a global company with a presence in many different markets our alliance with one of the most recognisable sports teams in the world will give us the ability to differentiate us from competitors by offering our consumers added value through engaging products and experiences.”

Over the last 12 months, United have struck global deals with the likes of Lego, Marriot Hotels and Konami, showing that while success on the field hasn’t been as it once was, it has had no bearing in attracting new commercial partners.

Despite lacklustre league form since 2013, United continue to be the dominant commercial force in English soccer, having posted record revenues of UK£627.1 million (AU$1.2 billion) for the 2018/19 financial year.

Revenues of UK£135.4 million (AU$266.8 million) for the first quarter of 2019/20 were also announced last November, an increase of UK£400,000 (AU$788,000) on the same period last year. However, the club’s net debt for the quarter climbed 55.5 per cent from UK£247.2 million (AU$487.2 million) to UK£384.5 million (AU$757.8 million).

Liam Watson is a Senior Journalist with Soccerscene. He reports widely on international football policy, industry matters and industry 4.0

Football Coaches Australia welcomes Sports Integrity Australia independent investigation


Football Coaches Australia (FCA) welcomed the broad independent investigative mandate provided by Football Australia to Sport Integrity Australia, encompassing four different areas – harassment, bullying, intimidation and discrimination.

FCA encourages current and former players, administrators, referees and coaches, as well as parents and others involved in football in Australia to come forward through this process to enhance the positive cultural development in our sport.

FCA President Phil Moss stated: “As an organisation we have sought transparency, due process and procedural fairness from day one, so we fully support an independent and wide-ranging investigation into the culture of football in Australia.

“We must, as a game, hold ourselves to the highest of standards.

“The culture we live every day, how we treat each other and ensuring we are setting up the next generation to enjoy our great game is of paramount importance and entirely non-negotiable.”

Newly elected FCA Vice President Sarah West endorsed Phil’s statement:

“Everyone in our sport, from professional players, coaches, referees, administrators and staff through to those involved at the grass roots, has the right to participate in a positive and safe environment and to be treated with respect and fairness.

“There is no place in our game for abuse or harassment of any kind. This unacceptable behaviour harms people and diminishes the game.

“As coaches we have a duty of care to those we are entrusted to work with and must endeavour to always create environments which provide safety, trust and inclusivity so that everyone can enjoy the beautiful game on and off the pitch.”

Media inquiries can be directed to FCA Chief Executive Officer, Glenn Warry, on +61 417 346 312

Manchester City teams up with Qualtrics

Manchester City Qualtrics

English Premier League side Manchester City have announced a new partnership with Qualtrics which will see the leader and creator of the Experience Management (XM) category become the Club’s Official Experience Management Software Partner.

Qualtrics empowers organisations to listen to customer and employee feedback, understand and analyse what they hear, then take action to improve experiences and design new ones, all in real time.

Manchester City and Qualtrics’ new partnership aligns with the club’s ongoing commitment to provide the best possible matchday experience for fans and will allow the club to use industry-leading experience management software to listen to fans’ feedback following each fixture.

From overall matchday experience – to catering, facilities, retail and more – Qualtrics can provide valuable insight and real-time data from fans to help the club shape their future strategic planning and decisions.

The new partnership is also expected to include further activations across wider areas of the organisation in coming months, using Qualtrics’ experience management software to listen to fan feedback and enhance the digital experience for Cityzens across the globe.

Senior Vice President of Global Partnerships Sales at City Football Group, Stephan Cieplik:

“As a club, we are continually working to improve our matchday offering for fans both in-stadium and across our digital platforms for those following across the globe,” he said.

“Through this new partnership with Qualtrics, we will be able to use industry-leading software to gather valuable feedback and insight from those at the heart of our club to help shape future decisions around matchdays.”

Qualtrics President of Products and Services, Brad Anderson:

“With Qualtrics, Manchester City can listen to and understand fan feedback in real time and take action to improve matchday experiences,” he said.

“But fan experience isn’t limited to the stadium — the digital and at-home fan experience is just as important, and Qualtrics will help Manchester City to deliver a personalized experience to their fans wherever they are.”

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