Member Article

Reds enter Nigerian soft-drink market with new partners Chi Limited

Manchester United has announced a multi-year sponsorship with Chi Limited to become the club’s official soft drinks partner in Nigeria.

The deal will allow Nigeria’s market leader in fruit juices to use the legendary United crest and club imagery on a range of products throughout Nigeria.

Founded over 30 years ago, Chi prides itself as Nigeria’s premier producer of healthy, high quality, fruit and dairy-based beverages enjoyed by millions of customers every year.

With brands like Chivita 100%, Chivita Active, Chi Exotic, Chi Happy Hour and Chi Ice Tea occupying leading positions in their respective segments, Chi Limited has successfully ensured market dominance in Nigeria over the years through the expansion of its well-known brands.

Its emphasis on innovation and community has ensured investment in modern facilities across Africa, creating employment and giving people skills to help improve their lives.

United’s group managing director, Richard Arnold, said: “We are delighted to welcome Chi Limited as an official partner of Manchester United. With over 30 years of experience, Chi has a commitment to the health and well-being of the local population by producing high quality, market-leading products.

“We have close to 35 million followers in Nigeria who are some of the most passionate in our global fanbase, something that we fondly remember after playing in Abuja in 2008. We hope that this partnership will help bring these fans closer even to the club they love.”

Chi Limited’s head of marketing, Probal Bhattacharya, described the partnership as between two of the most cherished brands in Nigeria, he said: “As a company, we are proud to partner with such a reputable and successful club like Manchester United whose tradition of excellence is in tandem with ours.

“We are confident that the partnership will further deepen consumer loyalty as well as ensure that millions of passionate soccer fans across Nigeria continue to refresh and rejuvenate themselves with Chivita 100% Juice and Chi’s other beverage offerings, as they relish every moment of the beautiful game.”

This was posted in Bdaily's Members' News section by Simon Malia .