Magazine article Marketing

Man United Hires Iris in Global Youth Initiative

Magazine article Marketing

Man United Hires Iris in Global Youth Initiative

Article excerpt

Manchester United FC is launching an international youth marketing programme, which could include the creation of a global fan club.

The Premier League champions have appointed youth specialist agency Iris to help develop a series of initiatives aimed at making the Manchester United brand more accessible to young people.

Spearheaded by the club's marketing director, Peter Draper, the project will mark the most significant attempt yet by United to market itself on a global stage.

The creation of a global fan club would allow Manchester United's commercial partners, such as Vodafone, McVitie's Jaffa Cakes, Pepsi and Allsports, to leverage their sponsorship of the club by promoting their brands directly to young fans.

"We have a strong following among youngsters, both boys and girls. However, we believe we can do more to harness the worldwide enthusiasm for the club, particularly from children in the seven-to-teenager age bracket," said Draper.

"Our commercial partners are all interested in maximising their relationship with the club and these target markets. We have appointed Iris to help us develop programmes which can achieve that," he added. …

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