EPL club Manchester United today announced a new partnership with India-based IT services company HCL Technologies. Unlike ManU's numerous other partners, HCL Technologies will not receive in-stadium advertising or mentions on a ribbon board during a game -- which is exactly what the company wanted, said CMO Matt Preschern. “We wanted this to be a true partnership, not a sponsorship,” Preschern said. “For us, we view this as a partnership between two energetic sectors that will look to provide growth in the digital space for both of us.” What HCL will get at Old Trafford is access to a former conference room, which it will transform into what it’s calling the UnitedXperience Lab -- a technology lab space. Using its technology and the new lab space, HCL will help ManU develop a number of new digital assets, including an updated website interface, mobile apps and additional digital touch points for fans. However, it will also be willing to provide that technology and expertise to its fellow ManU partners on-site. “We recently announced our digital business unit, and we think by creating these new digital experiences for the 650 million plus Manchester United fans worldwide, as well as for the 60 plus other club partners, we can create value for everyone involved,” Preschern said.
