ManU Partners With Scotch Whiskey Brand Chivas

ManU partnered with scotch whiskey brand Chivas, according to John McCarthy of THE DRUM. The partnership marks Chivas' "debut into the football marketing space." Content from the three-year collaboration will compare how ManU "blends talented players with the scotch brand blending premium ingredients." This will launch around an ad that was shot in L.A. during the club’s preseason tour. It "looks to highlight the unseen personalities of the players as they enjoy their much-deserved break after a frenetic World Cup in Russia." Chivas Regal Brand Dir Shefali Murdia said, "The U.S. and U.K. will be major points of interest for the collaboration given the nature of the partnership and impact on those communities." Instead of a product-led approach, the work will look to highlight Chivas' values to a global audience. A bespoke ManU product will be launched later this year (THE DRUM, 8/8).