Camparis Aperol liqueur is the "Official Global Spirits Partner" of Manchester United

Campari's Aperol liqueur is the "Official Global Spirits Partner" of Manchester United

Gruppo Campari has begun its sponsorship deal with English Premier League football team Manchester United, for the Aperol liqueur brand.

The company said earlier today (10 January) that Aperol has become Manchester United's “Official Global Spirits Partner” from 1 January. The deal, which was first reported by just-drinks last August, will run until the end of the 2016/2017 season.

Financial details of the tie-up were up not disclosed. 

At a press conference in Manchester today to mark the deal, Campari CEO Bob Kunze-Concewitz said the move would help the firm to expand the brand globally. "Where you (Manchester United) are, we'd like to go with Aperol. It's very international (the club) and (the brand) fits very well." 

He said it would offer "year-round" exposure for the brand globally. 

Adverts for Aperol will run on advertising boards around the pitch at Manchester United's Old Trafford stadium as well as in the matchday programme and on the club's website. Aperol Spritz cocktails, mixed with Prosecco and soda, will also be served at hospitality areas in the club's ground. 

Campari will also activate a consumer-facing programme in “key global markets” to highlight the sponsorship.

Campari joins Chilean wine producer Conch y ToroThai brewer Boon Rawd and PepsiCo as a drinks sponsor at Manchester United.

Late last year, the Milan-headquarted group brought the US distribution of Aperol back in-house, after it ended its tie-up with Palm Bay International in September.

Click play, below, for a company-produced video regarding Aperol's sponsorship of Manchester United.