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Manchester United wake up and smell the coffee with new partnership

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Manchester United have announced that Melitta as their first official coffee partner.

The multi-year deal will see Melitta provide more than 200 fully automatic coffee machines and makers that will be installed within executive club boxes and hospitality areas at Old Trafford.

Additionally, Melitta will run a series of competitions and giveaways, while fans of Man Utd will also be able to purchase club-branded coffee machines. The company has already contributed to the refurbishment of Old Trafford’s Red Café, which is set to be officially launched by first team stars, club ambassadors and former players later this year.

The financial terms and precise length of the agreement are both undisclosed.

“Like Manchester United, Melitta is steeped in history,” said Richard Arnold, Manchester United’s group managing director. “We are very proud to be partnering with this household name and look forward to working with Melitta to further enhance the experience of the hundreds of thousands of visitors we welcome to Old Trafford each season.”

Volker Stühmeier, a member of the chief corporate management at Melitta, added: “It is a great honour to work with one of the most successful football teams in the world in such a close and trustworthy way. For over 360 days of the year, our products will be used in one of the most traditional and iconic stadiums in the world.

“We have the ability to not only serve premium quality coffee using our state of the art equipment, we will also be providing a substantial amount of porcelain, accessories, multipurpose and disposable materials. Old Trafford is an extraordinary showcase for Melitta.”

JC

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