Footballing giant unveils new commercial partnership

Manchester United has announced its latest commercial partnership, unveiling US-based Remington as its first official electrical styling partner.

Part of the Spectrum Brands group, the company has signed a multi-year, global partnership with the club.

The partnership, which includes both the men’s and women’s teams, will see Remington and the club working together to deliver high-impact marketing campaigns to Manchester United and Remington fans alike.

One of the largest brands in Spectrum Brands’ broad portfolio, Remington, which was established in New York in 1937, says it has been integral to the world’s grooming and hair care routines for generations.

It said that, for more than 80 years the Remington brand has been inventing, reinventing and evolving to create a range of grooming and hair care products at the cutting edge of design, fashion and technology.

The partnership will underpin and amplify Remington’s ‘The Story of You’ campaign, which champions the brand’s mission to help customers build confidence to be themselves – recognising that a person’s journeys, experiences, values and aspirations make up who individuals are as people.

Manchester United’s group managing director, Richard Arnold, said: “Remington is one of the most famous and established brands in their field and they are a great addition to our family of commercial partners.

“Our partnership is not only about bringing our fans high-end styling products, it aims to inspire and encourage individuality though powerful activations and campaigns with both Manchester United’s men’s and women’s team.”

Tim Wright, vice president for appliances at Spectrum Holdings, said: “Our partnership with Manchester United provides a fantastic opportunity to showcase the quality and versatility of Remington products with passionate fans of the world’s biggest and most revered sports brand.

“We have an impressive record of breaking the mould with our product innovation worldwide, and we feel this will be translated in our partnership with Manchester United, and in particular our involvement with both the men’s and women’s teams.”

He told TheBusinessDesk.com both parties make an ideal partnership: “We were formed in 1937 and we both have great history.”

Manchester is home to Remington’s European headquarters, and Mr Wright said the operation has doubled in size in recent years, now employing 180 staff.

He said: “This is a fantastic opportunity to showcase the quality and versatility of Remington products.

“We have done similar sponsorship things on a small scale globally, but not on this scale. It is a multimillion-pound deal.”