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.”