Manchester United launches a co-branded tractor with Japanese sponsor Yanmar

The geographical and sector-specific partnerships that football clubs are courting just got a little more nuanced as Manchester United announced an extension of its partnership with engine manufacturing firm Yanmar.

Japan-based Yanmar is now the club’s global partner and is now its first agricultural vehicle partner, a partnership that was celebrated this week in Thailand with the unveiling of a co-branded tractor by club ambassador Dwight Yorke.

Yanmar Holdings sports marketing group general manager, Ken Araki, said: “Thailand is the most important market for Yanmar and the best way to deliver our strong message to make people’s lives more affluent in Thailand is to collaborate with Manchester United. As a result of our discussion over two years, we are finally able to announce the Manchester United collaboration tractor.”

The partnership, first launched in 2012, aims to help Yanmar by using sport to grow awareness of the firm outside of Japan. It’s been using the club’s matchday digital marketing boards, as well as B2B networking opportunities at home games.

Manchester United group managing director, Richard Arnold,said: “Since launching our partnership four years ago, Yanmar has worked with the Club to expose its brand further in new sectors and to new audiences.

"Like Manchester United, Yanmar is an industry leader and we are proud to be associated with a company that makes such a significant contribution to the global economy through its manufacturing expertise.”

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte