Since launching its successful partnership in November last year, Melitta, Manchester United’s official coffee partner has quickly become an integral part of the club as the exclusive coffee brand served throughout its Old Trafford stadium, from executive boxes to large hospitality suites and office spaces, as well as within the club’s Aon Training Complex.
Melitta’s revamp of the club’s Red Café has been hugely popular amongst the thousands of fans who visit the stadium each week. Since the relaunch of the Red Café in November, almost 50,000 visitors have been welcomed through its doors, taking in the Melitta coffee experience.
The success of the partnership so far has led to Melitta elevating its partnership with the club from a regional to a global agreement, allowing the coffee giant to further engage with the club’s 659 million global followers. Throughout the 18/19 season Melitta plan to create a global initiative which will bring some of the clubs most passionate fans to Old Trafford for a VIP experience.
Moving forward Melitta will also be creating a collection of Manchester United and Melitta branded coffee machines, coffee beans, cups and other coffee preparation items which will be available for fans to purchase later this season.
Manchester United’s Group Managing Director, Richard Arnold comments:
At Manchester United we pride ourselves on offering to our fans the best possible experience when visiting Old Trafford. Melitta have quickly demonstrated how they can assist us with this aim, by providing premium products and services to the thousands of hospitality visitors we welcome each home game, as well as non matchday visitors who have the opportunity to visit the Red Café, powered by Melitta.
Since the partnership began last November, on matchdays alone, we have seen a year on year increase of 46% consumption of coffee within our hospitality areas, demonstrating how much our visitors enjoy the Melitta coffee experience available at the stadium. The success the partnership has achieved in such a short period has been phenomenal and I am delighted this has gone on to lead to the elevation to a global sponsorship.
Volker Stühmeier, a member of Melitta’s Chief Corporate Management comments:
After only a few months, the close and trusting relationship with Manchester United has already delivered results that have exceeded our expectations by far. We are able to demonstrate the performance and quality of our products and services in one of the most iconic and tradition-steeped football stadiums in the world under really competitive conditions – and the feedback is terrific.
The fans, the hospitality guests and visitors in Old Trafford, but also the staff and players of Manchester United are thrilled by the quality of Melitta coffee and the projects and activities we have implemented together. For our clients and partners Old Trafford is a world class showcase where we can present ourselves as specialists for professional hot beverage preparation in both individual and system catering on a daily basis – even when there is no match on.