Manchester United announce Melitta as their 'first official coffee partner'... meaning the Premier League's bizarre list of commercial deals now totals 54
- German firm Melitta are now Manchester United's first official coffee partner
- More than 200 coffee machines and makers will be installed at Old Trafford
- Branded machines will be available for 'Manchester United coffee lovers' to buy
- The club now have 54 official partners including official pillow partners Mlily
Manchester United have added a partnership with 'respected coffee specialists' Melitta to their bulging list of bizarre commercial deals.
The Premier League club announced on Monday that the Germany-based company would become the club's 'first official coffee partner' on a multi-year deal.
The agreement will see more than 200 'fully automatic' coffee machines and makers installed in boxes and hospitality areas around Old Trafford.
Manchester United have named Melitta as their 'official coffee partner' on a multi-year deal
United players Romelu Lukaku, Juan Mata and Daley Blind 'prepare hand filtered coffee'
'With an estimated 6,000kg of coffee consumed each season, the famed stadium will provide the ideal backdrop for Melitta to demonstrate its prowess in providing quality coffee products to a mass audience,' a club statement reads.
Also alongside the press release announcing the deal, the club released photographs of the likes of Sir Alex Ferguson, Romelu Lukaku and Marcus Rashford 'preparing' and 'enjoying' cups of Melitta coffee.
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'Fans will also be pleased to hear,' the club claim, that branded machines will be available for 'Manchester United coffee lovers' to buy, while Melitta also helped refurbish the Red Cafe at Old Trafford, which includes a new and 'sleek coffee bar'.
Members of Jose Mourinho's first team and club legends will help officially launch the new cafe later this season.
Sir Alex Ferguson shares a joke and a coffee with Melitta chief Volker Stuhmeier at Old Trafford
Marcus Rashford, Lukaku and Mata sample the coffee provided by their new official partner
'Like Manchester United, Melitta is steeped in history,' Manchester United's Group Managing Director, Richard Arnold said.
'We are very proud to be partnering with this household name and look forward to working with Melitta to further enhance the experience of the hundreds of thousands of visitors we welcome to Old Trafford each season.'
Melitta chief Volker Stuhmeier added: 'We have the ability to not only serve premium quality coffee using our state of the art equipment, we will also be providing a substantial amount of porcelain, accessories, multipurpose and disposable materials. Old Trafford is an extraordinary showcase for Melitta!'
The deal is just the latest in a series of peculiar commercial partnerships announced by United in recent years.
United now have 54 official partners, including kit suppliers Adidas and pillow partners Mlily
The Premier League giants now boast 54 official partners, ranging from shirt sponsors Chevrolet, to their official soft drinks partner for Nigeria, CHI, and VIVA, their official Integrated Telecommunications partner for Bahrain and Kuwait.
In total, United have seven 'regional' partners — covering the likes of Japan, Thailand and Vietnam — as well as 12 'financial' partners, 10 'media partners' and 24 other 'global' partners.
Among the latter group are Mlily, the club's official global mattress and pillow partner, AladdinSteet.com (global online marketplace partner) and Gulf Oil International, their 'official global lubricant oil and fuel retail partner'.
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