English Premier League club Manchester United and Scotch whiskey brand Chivas have announced a partnership. Chivas becomes the official spirits partner of Manchester United in a three-year global partnership that will “celebrate their collective belief that blended is better – in life, football and Scotch.”
The official announcement was made ahead of the club’s first Premier League home game of the season on Friday, Aug. 10.
To announce the partnership, Man U shot a video in Los Angeles during their pre-season tour that shows stars from the team discussing what defines them on and off the pitch. This is expected to be just one of many videos that the two brands will unveil throughout the 2018-19 campaign.
“Manchester United’s history is built on teamwork and we embrace Chivas’ belief that ‘blended is better.’ Our success both on and off the pitch allows us to bring together the best mix of people who help to make our Club the global name it is today. Each individual has their own skills but the way in which they blend together is what makes us a united team. It is a pleasure to welcome Chivas as Manchester United’s Global Spirits Partner and we look forward to working together to share this belief with our fans,” said Group Managing Director at Manchester United Richard Arnold.
“Blending has been in our DNA ever since James and John Chivas pioneered the art in 19th century Scotland. Partnering with Manchester United was therefore a natural fit; we both firmly believe that great things can be achieved when we come together – from balancing the perfect blend of malt and grain whiskies that go into our Scotch, to using the perfect combination of players’ skills on the pitch to create a winning team. We look forward to using our spirit to help showcase the spirit of the Club and its fans all around the world,” added Chivas Brothers chairman and CEO Jean-Christophe Coutures.
Manchester United kicks off its home schedule on Friday, Aug. 10 against Leicester City. Kickoff is set for 3:00 p.m. ET at Old Trafford.