Aperol teams up with Manchester United

10 January, 2014

Italian liqueur Aperol has become Manchester United’s official spirits partner and will feature on digital advertising boards at home matches until the end of the 2016/17 season.

Additional advertising will feature in match programmes, in the club’s monthly magazine Inside United, on MUTV and on the club’s website.

The aim is to promote a signature serve called Aperol Spritz, which mixes the pink liqueur with Prosecco and soda water, and the Manchester United tie-up will become the focus of its below-the-line marketing.

Bob Kunze-Concewitz, chief executive at brand owner Gruppo Campari, said: “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.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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