Aperol signs deal with Manchester United10th January, 2014 by Lauren Eads
Manchester United football club have announced Campari brand Aperol as its new official global spirits partner.
The Italian liqueur has signed a four-year deal with the club which will run to the end of the 2016/17 season.
Its branding will appear at the Old Trafford digital advertising boards during the Premier League, FA Cup and Capital One Cup home matches, match day programmes and the club’s monthly magazine.
The deal will see the brand step up its campaign to promote its Aperol Spritz, where Aperol is mixed with Prosecco and a splash of soda, a drink which has gained popularity within its native Italy.
Bob Kunze-Concewitz, chief executive officer of Gruppo Campari said: “We’re delighted to announce Aperol as the new way to celebrate the joy and the passion for Manchester United.
“With the club widely recognised as the most supported in the world, this is a partnership that will deliver brand exposure on a massive scale, helping to provide Aperol, and its signature drink Aperol Spritz, with excellent levels of year-round brand exposure, consumer engagement and promotional opportunities in developed and new global markets.
“Manchester United is the most successful club in England and one of the most successful in the world, winning with style and panache, bringing millions of fans together in celebration. Similarly, Aperol is a brand that also embodies success, celebration and sociability. The natural fit between the two brands makes the partnership one that will bring continued success to both parties.”
Aperol was launched in 1919 at the Padua International Fair created by the Barbieri brothers using a blend of high-quality herbs and roots.
The original recipe has remained unchanged and a secret to this day.