Manchester United expand Apollo deal

Manchester United have expanded their existing regional agreement with Apollo Tyres to make it a global partnership.

The deal, which is entering a second three-year term, will see the India-headquartered tyre manufacturer become the club’s official worldwide tyre partner.

Having initially confirmed Apollo Tyres as a partner for the UK and India in August 2013, the agreement has now grown to encompass more than 100 countries across Asia, the Middle East and Africa.

As part of the deal, the two organisations launched the Go the Distance Scholarship Programme and built two Go the Distance football pitches – one just outside the club’s Old Trafford home ground and the other in Powai, Mumbai.

Additionally, Apollo celebrated its relationship with MUFC with the launch of a special edition, dual-branded tyre in the UK, India, the Middle East, South East Asia.

Richard Arnold, group MD at United, said: “Over the past three years, we’ve been impressed with how Apollo has taken opportunities after partnering with us.

“The company has supported our international events, especially in India. It has helped empower communities during its growth, and has been able to see first-hand what can be achieved when working with us.”

He continued: “That has included greater exposure of Apollo’s brand.

“Taking this partnership to more countries has enabled Apollo to broaden its range of consumers, and it has worked hard to engage compellingly with these new audiences. I’m delighted to say that today this journey has reached its natural conclusion with Apollo joining our family of global partners.”

The chief marketing officer of Apollo Tyres Ltd, Marco Paracciani, commented: “The three-year association with Manchester United has supported our business expansion plans especially in India, Middle East, South East Asia and Africa.

“Our various campaigns have helped us connect with young people, increasing awareness of brand Apollo and customer acquisitions in these regions.”

Mr Paracciani added: “We believe that the global partnership will further help us position our brand and the products in the minds of consumers across geographies, in addition to being visible to the 659m fans of the club.”