Manchester United have added to its sponsorship inventory by bringing global payments company SumUp on board as its new sleeve sponsor.
Manchester United have agreed a new multi-year partnership with global financial technology (fintech) firm SumUp.
The agreement sees SumUp become Manchester United’s official shirt sleeve partner, with the SumUp logo appearing for the first time on 10 September for United’s UEFA Champions League game against Sabah.
SumUp will also feature prominently on matchdays at Old Trafford and the Progress with Unity Stadium, the Leigh-based stadium which houses Manchester United women’s and under-21’s games.
Throughout the partnership, fans of the Red Devils will have opportunities to connect with the club through exclusive giveaways, competitions and experiences via SumUp.
Manchester United and SumUp will also launch a co-branded payment card which will offer fans special offers and rewards when used with official club outlets, as well as businesses across the UK.
Marc Armstrong, Chief Business Officer at Manchester United, said: “SumUp is a rapidly growing global business and we are delighted to welcome them to Manchester United as our Official Sleeve Partner. The new agreement supports our commercial growth strategy and reflects the continued appeal of Manchester United as a platform for ambitious brands looking to connect with audiences around the world.
“We look forward to working closely with SumUp to bring them closer to our global fanbase, Manchester United helping them tell their story on a worldwide stage and supporting the next chapter of their impressive growth journey.”
“Through this partnership, we want to connect with Manchester United fans in those moments, introducing more people to SumUp and creating experiences that make being a supporter even more rewarding. We look forward to bringing the energy, ambition and spirit of Manchester United to life for fans everywhere.”
SumUp’s football sponsorship spending spree
The Manchester United deal follows SumUp’s other Premier League sponsorship agreement with Newcastle United.
SumUp became the official training kit partner of Newcastle on 21 August as part of a multi-year deal, with their brand to be featured on the men’s, women’s and academy teams’ training kits.
The Athletic reported the deal is worth £5m per season and around £15m over an initial three years, which is the cost of having your company’s logo branded by a Premier League pre-and-post match.
It has yet to be confirmed how much SumUp will be paying Manchester United to become an official training kit partner.
SumUp adds to the recent £20m-a-year training kit sponsorship deal Manchester United agreed with Betway.
Luke Griffiths, Chief Commercial Officer and UK CEO of SumUp, said: “Manchester United is one of the most iconic and followed clubs in the world, with a fanbase that continues to grow across generations and borders. That extraordinary reach and passion make this partnership a natural fit for SumUp.
“Football is about the moments people share: watching the match with friends, travelling to see the team, wearing the shirt with pride and celebrating together, wherever you are. From fans using SumUp Personal Account to manage and spend their money simply, to the businesses that help make matchdays special, SumUp is part of the everyday moments that bring people together.
