Manchester United have entered into what has been described as the ‘first partnership of its kind’ with transport giant Uber.
Uber, the world famous ride sharing app, announced a new partnership with Manchester United, a deal that will usher in a number of initiatives both for fans domestically and in dozens of countries around the world.
Fans attending games at the club’s Old Trafford stadium will have a dedicated Uber zone for pickups and drop-offs, similar to Uber’s agreements with many other sports teams around the world, from New York to Washington DC to Rio de Janiero.
That Uber has teamed up with one of the world’s biggest football teams is nothing unusual, but the partnership extends far beyond that, and will involve “global campaigns creating exclusive experiences for Uber riders and drivers around the world,” according to a statement.
What these experiences will entail specifically remains to be seen, though Uber said it would reveal all shortly.
“Over the next several weeks, we’ll be revealing more details on what specific experiences Manchester United fans can expect to see in their home country,” said Amy Friedlander Hoffman, head of business development and experiential marketing, in a press release.
As Uber’s “first global sports partner,” Manchester United will serve up “behind-the-scenes content” to fans in more than 30 countries, including “various experiences an interactive campaigns.”
Whether this involves exclusive footage within the Uber app, giant screens installed in Uber cars, or in-app ecommerce channels to purchase exclusive branded goods, remains to be seen. But Uber has form in partnering with big-name brands, including soccer clubs.
This is not the first time Uber has partnered up with a Premier League giant.
Back in 2015, Uber announced a tie-up with London soccer team Chelsea, letting riders request a replica Chelsea shirt delivered to their door.
Such historical partnerships may serve as a guide to what Uber and Manchester United are cooking up, but if nothing else it’s a reminder of Uber’s hefty marketing might, as it looks to cement itself as the default transport brand in everyone’s lives.