Academic journal article The International Sports Law Journal
DHL in New Major Sponsorship Deal with Manchester United
Manchester United (Man U) are never far from the sporting headlines; and this time it is a new sponsorship deal, described by David Gill, the CEO of Man U, as "ground breaking in the English game", is making the news.
DHL, the well-known logistics group, are to become the club's first official training kit sponsors to the tune of [pounds sterling]40 million over a four year period. This deal makes the majority of other Sponsorships of other English FA Premier League Football Clubs pale into insignificance.
Sponsorship is the bed rock of Sports Marketing, the commercialisation and promotion of sports events, sports teams and sports persons, which, through the pioneering efforts of Mark McCormack of IMG and Horst Dassler of ADIDAS, has become a multi-billion dollar industry around the world. The attraction and value of Sports Sponsorship lies in the association of the products and services of the Sponsor with leading Sports Brands, such as Man U, which is not only the world's favourite football club, but also its most lucrative one, worth a reputed US$1.86 billion.
Of course, this new major Sponsorship has been welcomed not only by Man U, but also by DHL, whose CEO of DHL Express (Europe), John Pearson, has described it as a strategic partnership which ". …