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Chivas blended Scotch whisky secures global tie-up with Manchester United - video

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Pernod Ricard's Chivas blended Scotch is the latest drinks brand to team up with English football club Manchester United, in a global deal for the next three years.

The partnership, announced today, coincides with the start of the 2018-19 season of the English Premier League, which kicks off on Friday. The Chivas brand will be promoted on the digital perimeter boards around the pitch at Manchester United's Old Trafford stadium during the match against Leicester City on Friday evening.

Running for the next three seasons, the sponsorship - for an undisclosed sum - will comprise a "360 campaign activated across all touchpoints globally". A company-produced video clip appears above.

"Partnering with Manchester United was a natural fit; we both firmly believe that great things can be achieved when we come together - from balancing the perfect blend of malt and grain whiskies that go into our Scotch, to using the perfect combination of players' skills on the pitch to create a winning team," said Jean-Christophe Coutures, CEO of Pernod's Chivas Brothers Scotch whisky division. "We look forward to using our spirit to help showcase the spirit of the club and its fans all around the world."

In 2014, Campari Group secured 'Official Global Spirits Partner' with Manchester United for its Aperol liqueur brand from the start of the year to May 2017. Thai brewer Boon Rawd and PepsiCo have also partnered with the club in the past, as has Chilean wine producer Concha y Toro.

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