Melitta Named Manchester United’s Official Coffee Partner
Old Trafford, 2. November 2017
The Melitta Group has been named the official coffee partner of English football champions, Manchester United. Under the long-term agreement, Melitta will become the Premier League club’s first official coffee partner and will work closely with the club on various communication and marketing projects. The exclusive partnership covers the United Kingdom, Ireland and Germany.
The collaboration between Minden, Germany-based Melitta and Manchester United goes beyond a classic sponsoring partnership. As well as the media presence and numerous rights and services, which Melitta will activate on its own platforms, the partnership will be particularly visible at the Old Trafford Stadium, Manchester United’s home ground. At the stadium, more than 200 Melitta fully automatic coffee machines and coffee vending machines will be set up in the executive club boxes and catering areas. Melitta has also played a major role in refurbishing the Red Café, where Melitta products will be sold.
“It is a great honour for us to work so closely in a trusting relationship with the most successful football club in the world. On over 360 days of the year our products will be used in a football stadium with one of the richest traditions worldwide,” says Volker Stühmeier, a member of Melitta’s chief corporate management. “In addition to the coffee vending machines and fully automatic coffee machines, we will provide over six tonnes of coffee beans per year as well as large volumes of porcelain, accessories and both disposable and non-disposable materials. This is the basis on which we can present ourselves as specialists for professional hot beverage preparation in both individual and system catering. Old Trafford is a top class showcase for Melitta.”
Richard Arnold, Manchester United’s group managing director, says, “Like Manchester United, Melitta is a company with a long tradition. The history of the family company began with Melitta Bentz inventing the coffee filter over 100 years ago. To this day, this traditional method of making coffee is used at home, in restaurants and in offices all around the world. We are very proud to be entering into a partnership with this well-known coffee brand and look forward to working together with Melitta to provide an incomparable experience to hundreds of thousands of guests when they visit the stadium at Old Trafford.”
With its 139-year heritage and more than 650 million followers, Manchester United attracts more attention than any other football club. Manchester United games can be seen regularly in 205 countries and is followed by over 130 million people on the club´s social media.
The family-owned Melitta Group’s history dates back more than 100 years. Melitta Europe – Coffee Preparation Division – develops, produces and markets products under the Melitta brand for the brewing of filter coffee, such as filter papers, pour-over cones, filter coffeemakers, coffee grinders and electric kettles, as well as fully automatic coffee machines for preparing coffee specialties at home. The range is rounded out by tea filter products under the Cilia brand. Melitta Europe – Coffee Division – is responsible for Melitta’s European coffee business and produces coffee for every taste: from filter coffee to instant cappuccino, and from whole beans for automatic coffee machines to pad ranges for single-cup preparation. Melitta Professional Coffee Solutions specializes in supplying equipment for professional hot beverage preparation in the system and non-system catering segments. Melitta USA is based in Cherry Hill, New Jersey.