Global lifestyle brand, Kohler has become Manchester United’s first ever sleeve sponsor and is promoting the new partnership with a campaign called ‘We Are Kohler United’.
Led by a spearhead partnership video called ‘We Are Kohler United’,
The initial unveiling creative focuses on messaging based around joint values and positioning: including themes such as iconic, bold, uncompromising, original, as well as playing on tradition and history.
As well as the launch content running on YouTube, it also appeared across Kohler’s digital (https://www.manutd.kohler.com/) and social platforms such as Facebook,
The new multi-year global deal, reported to be worth around £20m per season, sees the US based manufacturing outfit’s logo feature on the left sleeve of both the men’s and the newly-formed women’s teams.
The tie-up also includes joint club/partner participation on game day activities, as well as innovative improvements to club facilities featuring Kolher products, as well as linked global sustainability and social responsibility projects, and other partner collaborations with United fans and Kohler customers.
The club will wear their first kit with Kohler-branded shirt sleeves for the first time when the men’s team play the opening fixture of their summer tour on 19 July against Club America in Phoenix, Arizona.
“Our shirt is much more than what we wear, it embodies the passion of our fans and their allegiance to the club,” commented Manchester United managing director Richard Arnold.
While David Kohler, president and chief executive of Kohler, added: “Our partnership with Manchester United provides new opportunities to showcase the quality of Kohler products and services with passionate fans of the most far-reaching and revered sports team on the planet.
“An essential component of the relationship is our support of the new professional women’s team, and we look forward to their debut and our ongoing support. Manchester United embodies sustained excellence in everything they do and our shared values are a perfect match as we expand our fast-growing international presence into new regions with purpose and a meaningful presence.”
Comment:
It the reported £20m per year deal fee is right, then this makes it the largest Premier League sleeve sponsorship signed to date.
Not a surprise considering Manchester United boast the world’s best-selling club shirt.
Other notable sleeve sponsor campaigns include Chelsea and Hyundai (see case study), Everton and Angry Birds (see case study), as well activation for other leading clubs around Europe such as Bayern Munich and Qatar Airport (see case study).
Links:
Kohler
https://www.facebook.com/Kohler/
https://www.pinterest.com/kohlerco/
https://www.youtube.com/user/kohler/videos
https://www.youtube.com/channel/UCm62i0l4mLD18OdyFW0mJnA/videos
Manchester United
https://www.manutd.kohler.com/
http://www.facebook.com/manchesterunited
http://www.instagram.com/manchesterun…
