DHL to sponsor Manchester United training kit

By Freddie Pierce
Global logistics and shipping leader DHL isnt messing around when it comes to advertising. Manchester United, one of the most storied football clubs in...

Global logistics and shipping leader DHL isn’t messing around when it comes to advertising.

Manchester United, one of the most storied football clubs in the world, agreed to a four-year, £40 million (US $66M) deal with DHL on sponsorship rights for the ManU’s uniforms.

Here’s the kicker: the jersey sponsorship deal is for United’s training (or practice) uniforms, the first advertising deal of its kind. Manchester United retains its match-day uniform sponsorship with Aon Corp., which signed a four-year, $130 million deal with the club in 2009.

“This deal breaks new ground in the English game,” Manchester United chief David Gill said. “We are delighted that DHL has chosen to pioneer training kit sponsorship with the club.”

Sponsoring jerseys is very common in international football, but the sum that DHL will reportedly be paying Manchester United for training jersey sponsorship over the next four years tops most clubs’ game-day uniform sponsorships.

The DHL agreement means that the company’s logo will be splashed on United’s training kit worn by all first, reserve and youth team players during domestic competition.

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Earlier this year, DHL became Manchester United’s logistics partner in a three-year deal reportedly worth seven figures, with the logistics company providing a range of services to the Red Devils’ football club.

To celebrate its extended partnership with the Premier League club, DHL is delivering 73,000 commemorative scarves to all Manchester United fans who attended the club’s 19th top-flight championship win last season over Tottenham Hotspur last season.

“We’re delighted to be extending this strategic partnership which will see DHL getting more involved in the behind the scenes operations of Manchester United and supporting the club in its continued success,” DHL Express Europe chief executive John Pearson said.

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