Chivas Celebrates New Manchester United Spirits Sponsorship With #BlendedIsBetter Film

The announcement that the luxury blended Scotch whisky had teamed up with the world’s biggest football club came on 8 August and the three-year global partnership will see Chivas and Manchester United work together up to celebrate the collective belief that ‘blended is better’ in life, in football and in Scotch.

The idea behind the tie-up and the creative is that just as Chivas brings together Scotland’s best malt and grain whiskies to create something extraordinary in the bottle, Manchester United brings together the world’s best footballers, a dedicated club team and a legion of fans all around the world to create extraordinary results on the pitch.

The new partnership will be activated through a 360-degree campaign running across multiple brand and team all touchpoints around the world throughout the season to engage United global 659m followers.

The activation approach will sees Chivas and the club will collaborate on bringing to life the big idea that ‘blended is better’ through a set of activations which will encourage supporters to celebrate the blend that makes them unique and show that when players collaborate with one another they can achieve the greatest success.

The deal also sees Chivas branding displayed on digital perimeter boards at the club’s Old Trafford stadium and throughout the ground.

“Blending has been in our DNA ever since James and John Chivas pioneered the art in 19th century Scotland. Partnering with Manchester United was therefore a natural fit; we both firmly believe that great things can be achieved when we come together – from balancing the perfect blend of malt and grain whiskies that go into our Scotch, to using the perfect combination of players’ skills on the pitch to create a winning team,” commented Chivas Brothers chairman and CEO Jean-Christophe Coutures.

“We look forward to using our spirit to help showcase the spirit of the Club and its fans all around the world.”

Richard Arnold, Group Managing Director at Manchester United, added: “Manchester United’s history is built on teamwork and we embrace Chivas’ belief that ‘blended is better.’ Our success both on and off the pitch allows us to bring together the best mix of people who help to make our Club the global name it is today. Each individual has their own skills but the way in which they blend together is what makes us a united team. It is a pleasure to welcome Chivas as Manchester United’s Global Spirits Partner and we look forward to working together to share this belief with our fans.”