Japanese food group Nissin Foods Holdings has insisted its sponsorship deal with Manchester United is the “first step” to become a “true global brand”.
Nissin has become the English football club’s “global noodle partner” with a three-year deal with the club.
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The instant noodle firm is Manchester United’s latest “global partner”, joining companies including Toshiba, DHL and Russian airline Aeroflot, as well as Malaysian snack brand Mister Potato and Chilean wine group Concha y Toro.
The deal was struck for an undisclosed sum. Nissin has secured space on advertising boards at the club’s home games, as well as slots on its in-house TV channel MUTV and its website.
Nissin told just-food it would run promotional campaigns with the club in Japan, five other Asian markets including Vietnam and India, plus Kenya and Mexico. “For the first year, we would like to focus in Asia. Then, will consider expanding this campaign to all over the world,” a Nissin spokesperson said.
Nissin already sponsors tennis player Kei Nishikori and golfer Yuta Ikeda, as well as an athletics team in Japan.
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