A video campaign kicks off the three-year collaboration, which plays on the concept that football players may have a reputation as luxurians, but they are ‘more than designer swag and hashtags’. The brand also references the working class roots of football, with the aim of reaching a wider audience and introducing new customers to the brand.
Chivas will be present in Manchester United’s marketing, primarily over digital and social platforms. During the partnership, the football club will suggest that fans toast wins ‘over a glass of Chivas’ and will be launching a bespoke product later this year.
Premium brands are acknowledging the lucrative Luxury Sports Fan Market as a way to boost brand recognition among a new consumer group.