Manchester United have launched a digital campaign to promote the latest #ILOVEUNITED virtual fan event – this time in the USA – which will be broadcast online on 28 February ahead of the club’s Premier League match against Chelsea.
The livestream brings together Utd supporters around the world and this iteration will focus on the USA.
Starting from 7:00 PT / 10:00 EST / 15:00 GMT, the 90-minute pre-match fan event will be hosted by MUTV Mark Sullivan and joining him will be two-time lifelong fans in Super Bowl winner Osi Umenyiora and LA-based Lord Of The Rings actor Dominic Monaghan, plus Game of Thrones stars Kit Harington and Conleth Hill.
As well as the non-footballing guests, the show will also feature a series of exclusive firsts: including interviews and input from first team manager Ole Gunnar Solskjaer, women’s team forward (and World Cup winner with the US national team) Tobin Heath, plus past and present players including Denis Irwin and Dion Dublin.
A number of United’s official US Supporters Clubs will also be represented on the stream: ensuring some off the team’s most dedicated US fans will have a voice.
The promotion for the event launched on Valentine’s Day with web content and copy, plus social video and PR spanning the club’s owned channels.
14 February was only ever going to mean one thing… ❤
#ILOVEUNITED USA is back and bigger than everWatch our pre-match show worldwide on 28.02.21 ⬇
— Manchester United (@ManUtd) February 14, 2021
The content incentivises fans to register for #ILOVEUNITED USA on the event’s bespoke web page on the club’s main site in order to be in with a chance of winning a virtual Man Utd legend meet-and-greet experience ahead of the show.
The event will be streamed live across Manchester United’s web, app and MUTV channels as well as on Facebook and YouTube. The club says the programme will also include bespoke local content aimed at the club’s US fanbase with exclusive behind-the-scenes access and insight into the first team.
“Manchester United has been taking its physical #ILOVEUNITED event all over the world for the past eight years, bringing thousands of fans together in their support for the club, many of whom might never have the chance to visit Old Trafford but still support us week-in, week-out,” said Manchester United Director of Partnerships Sean Jefferson.
“At a time when fans in many parts of the world are restricted from viewing matches together because of the pandemic, we have found new ways of uniting our supporters. The virtual #ILOVEUNITED event gives fans the platform to enjoy entertaining bespoke content in the safety of their homes, whilst still feeling a part of our global network of fans.”
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This iteration of #ILoveUnited followed on from December 2020’s initiative and the entire programme dates back to 2016.
Of course, United is not the only club or team offering live streamed fan events.
Other notable examples include March 2020’s Borussia Dortmund Chinese Fan Viewing Party, Chelsea’s Weibo Livestream in May 2020 and also in May there was the debut of the Milwaukee Brewers ‘Happy Hour’ sponsored by Miller Lite.
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