Aperol, the Italian liqueur, has announced a partnership with Manchester United football club to become the club's Official Global Spirits Partner.
As part of the partnership, Aperol branding will be prominent on the Old Trafford digital advertising boards during Premier League, FA Cup and Capital One Cup home matches.
Bob Kunze‐Concewitz, chief executive officer, Gruppo Campari, commented: "We're delighted to announce Aperol as the new way to celebrate the joy and the passion for Manchester United.
"With the club widely recognised as the most supported in the world, this is a partnership that will deliver brand exposure on a massive scale, helping to provide Aperol, and its signature drink Aperol Spritz, with excellent levels of year-round brand exposure, consumer engagement and promotional opportunities in developed and new global markets.
Richard Arnold, managing director, of Manchester United, said: "We are delighted to welcome Aperol as Manchester United's new Global Sprits Partner. Aperol is an ambitious brand and we have been impressed by their innovative approach to developing on an international stage.
Aperol has a rich, complex taste from the infusion of a blend of high-quality herbs and roots. Aperol Spritz, where Aperol is mixed with Prosecco and a splash of soda, has taken Italy by storm and is fast becoming a cult outside of the country, extending into new markets and being enjoyed worldwide due to its unique taste.
Aperol will be putting a 360° activation programme in key global markets including on‐trade, digital and PR activity, as well as launching the global Aperol Spritz Facebook page.
Additional advertising will feature in match day programmes, in the Manchester United monthly magazine Inside United, on MUTV and the club's official website, with supporters also able to enjoy Aperol Spritz in the Old Trafford hospitality areas.
The sponsorship deal commenced this month until the end of the 2016/2017 season.