German coffee brand Melitta has announced a new deal to become a global partner for Manchester United ahead of the new Premier League season.
The deal extends a UK partnership launched in November last year.
So far the partnership has seen Melitta become the exclusive coffee brand served throughout the Old Trafford stadium, with more than 200 fully automatic Melitta coffee machines and makers installed in executive boxes and hospitality areas as well as within the club’s Aon Training Complex.
It has also supported the revamp of the club’s Red Café, which has seen almost 50,000 visitors since November.
Melitta said it now planned to create a global initiative to bring some of the club’s most passionate fans to Old Trafford for a VIP experience.
It will also create 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 in the season.
“After only a few months, the close and trusting relationship with Manchester United has already delivered results that have exceeded our expectations by far,” said Volker Stühmeier, a member of Melitta’s chief corporate management.
“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.”
Manchester United’s group managing director Richard Arnold said: “At Manchester United we pride ourselves on offering to our fans the best possible experience when visiting Old Trafford.
“Since the partnership began, on match days 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.”