Chivas becomes the official spirits partner of Manchester United

Chivas, the blended scotch whisky brand, is to sponsor the world’s biggest football club brand, Manchester United, in a three-year global partnership deal.

The Pernod Ricard-owned brand says: “The collaboration will see Chivas and Manchester United join forces to celebrate their collective belief that blended is better – in life, football and Scotch.”

The partnership has been announced in advance of the club’s first Premier League home game of the 2018/19 season this Friday August 10, through a film that is said to “explore the unique blend of characteristics that make up the Manchester United team”.

Shot in Los Angeles during the club’s pre-season tour, the film stars Manchester United first team players revealing an often unseen side to them, showing what defines who they are, both on and off the pitch.

Chivas will be collaborating with Manchester United throughout the season, 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”.

Chivas Brothers chairman and CEO Jean-Christophe Coutures, said: “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.”

Chivas Bros says the partnership will be brought to life through a 360° campaign activated across all touch points globally from August. Chivas branding will also be displayed on digital perimeter boards at Old Trafford as well as throughout the stadium from the first game on Friday.

Editor’s comment: The deal begs the big question: Where does that leave Manchester United icon David Beckham’s scotch brand, Haig Club?  One thing’s for sure, Man City and Liverpool fans will not be imbibing in either Chivas Regail or Haig Club any time soon.