chivas x manchester united
partnership strategy
2018 - 2021
THE CHALLENGE
Chivas Regal needed to launch and activate its Manchester United partnership across global markets, connecting the brand with one of the world’s largest football fanbases.
THE STRATEGIC MOVE
Use the partnership to build authentic connection with Manchester United’s global fanbase by linking the club’s legacy of success with Chivas Regal’s “Success Is a Blend” platform.
THE WORK
The partnership launched across more than 50 markets, supported by product launches, campaign assets, fan activations and content.
The work included a rare 50-year-old whisky to celebrate the club’s 1968 European Cup anniversary, as well as activity linked to the club’s famous 1999 treble. The “Success Is a Blend” campaign came to life through a Manchester United launch film and supporting content series exploring what makes the club united, featuring fans, players and legends.
THE IMPACT
More than 50 markets activated the partnership. An effectiveness study showed strong increases in awareness and brand recall, with product launches including 13YO, Icon 50 and Ultis 20 becoming some of the brand’s most successful.
THE ROLE I PLAYED
Helped launch the partnership globally, developing strategy focused on authentic fan connection. Worked with agency and production partners to create assets for 50+ markets, including launch films, content series, fan activations and traditional campaign assets.