Chivas has teamed up with the Manchester United, in a three-year global partnership.
The blended scotch and soccer (football, if you’re outside of the states) team joined forces to celebrate their shared belief that “blended is better – in life, football and Scotch.”
The partnership was announced in advance of the club’s first Premier League home game of the 2018/19 season last Friday (August 10), through a short film (seen below) that explores the “unique blend of characteristics” that make up the Man U team. Shot in Los Angeles, it features many of Manchester United first team players showing what defines who they are, both on and off the pitch.
Throughout the season, Chivas will be collaborating with Man U to demonstrate that blended is better – by encouraging fans to celebrate the blend that makes them unique and showing that when players collaborate with their teammates they can achieve the greatest success.
“Blending has been in our DNA ever since James and John Chivas pioneered the art in 19th century Scotland,” said Jean-Christophe Coutures, Chairman and CEO at Chivas Brothers. “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.”
“Manchester United’s history is built on teamwork and we embrace Chivas’ belief that ‘blended is better,'” added Richard Arnold, Group Managing Director at Manchester United. “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.”
The partnership will be brought to life through a 360 campaign activated across all touchpoints globally from August 2018. Chivas branding will also be displayed on digital perimeter boards at Old Trafford as well as throughout the stadium.
