Manchester United took a further step in extending its global reach today by breaking into the Russian market, announcing a five-year partnership with Aeroflot which will become the club’s Official Carrier.
Among the BRICs, Russia is generally discussed in terms of club ownership, but is a potentially significant market for English football if it can be navigated properly. With its highly sophisticated marketing operation, Manchester United is in a position to do that.
Manchester United took a further step in extending its global reach today by breaking into the Russian market, announcing a five-year partnership with Aeroflot which will become the club’s Official Carrier.
Among the BRICs, Russia is generally discussed in terms of club ownership, but is a potentially significant market for English football if it can be navigated properly. With its highly sophisticated marketing operation, Manchester United is in a position to do that.
The partnership marks the club’s first commercial venture in Russia – an expanding market it is keen to explore further and where it claims to have close to 18 million followers.
Aeroflot takes over from Turkish Airlines whose deal with the club has expired after three years. The terms were not disclosed, but Aeroflot sources have said that it was expensive but reasonable value.
The deal is a departure for Aeroflot, which usually sticks to Russian sports clubs and events for its sponsorship activity such as CKSA Moscow and the Sochi Winter Olympics.
Linking up with a global football brand may have advantages for Aeroflot as in the days of the Soviet Union it had a poor reputation. Its PR campaign linked with the sponsorship will emphasise its safety record and the young age of its fleet.
Most of Manchester United’s sponsorship activity continues to be in Asia, as is reflected in the itinerary of one of its most extensive pre-season tours which begins this week. These tours are becoming of central importance to the marketing and sponsorship efforts of top clubs.