DHL is paying Manchester United 10 million pounds to sponsor their warm up gear. This will include; bibs, tracksuits, and training shirts of the first team, reserves, and youth players. The Manchester United manager Sir Alex Ferguson will also show the sponsorship in press briefings. DHL is already the logistics sponsor for Manchester United so they are expanding their relationship with the club. This 10 million pound deal is contracted for 4 years totaling 40 million pounds. There is limited television exposure for DHL in this deal. The only television exposure for DHL in this deal is sports news bulletins and programs. DHL will not been seen during match coverage of Manchester United. This deal with DHL is worth more than the previous sponsorship Manchester United had for its jersey over 10 years ago. At the same time, Manchester United announced a deal with Vietnamese telecom company Beeline to distribute Manchester United content in the countries of Vietnam, Laos, and Cambodia. Manchester United claims to have 16 million supporters in Vietnam and 192 million throughout asia. A rumored deal being put together is with Malaysian snack food company Mamee Double Decker. This deal would associate Manchester United's name with the potato chip brand Mister Potato.
I am amazed at the deal that DHL is making for simply the warm up gear, but I'm sure it was well thought out. The main thing I am interested in is how are Asian investors going to have influence on European sports, after Manchester United announcing a deal with a vietnamese telecom company. This shows there must be a very large fan base of Asian viewers. Also with Glazer is possibly opening up some of the club as stock on the Singapore stock exchange there is tons of potential for Asian influence.
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Man U has been touring and playing in Asia since 1974, and about half of it's approximately 333 million person fan base live in Asia. They have spent a lot of time promoting the club across Asia and this is probably why DHL was willing to pay so much for just warm up gear to be associated with the club. This past summer, Man U did a trophy tour to 5 asian countries where fans had the ability to meet some players and see the trophy from Man U's 19th title win. The tour was also sponsored by DHL.
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