London, Nov 20 (IANS) Manchester United and coffee brand Melitta have announced a multi-year partnership which will see the brand become the club's first official coffee partner, the English Premier League side announced on Monday.
Melitta, part of the family owned Melitta Group will be the club's exclusive coffee partner in Europe, with the partnership covering UK, Ireland and Germany, reports Xinhau news agency.
As part of the agreement more than 200 fully automatic Melitta coffee machines and makers will be installed within Executive Club boxes and hospitality areas around Old Trafford.
With an estimated 6,000 kilograms of coffee consumed each season, the famed stadium will provide the ideal backdrop for Melitta to demonstrate its prowess in providing quality coffee products to a mass audience.
In addition to this, Melitta played a major role in the refurbishment of the club's Red Cafe at Old Trafford. The new offering includes a sleek coffee bar, as well as a new dining area within the main restaurant.
The revamped Red Cafe is currently open to the public and will be officially launched with Manchester United first team members and club ambassadors and legends later in the season.
Manchester United's Group Managing Director, Richard Arnold said, "Like Manchester United, Melitta is steeped in history. Established over 100 years ago, the family run business was built on its founders invention of the coffee filter, a traditional way of making coffee that is still used in homes, restaurants and offices all over the world today.
"We are very proud to be partnering with this household name and look forward to working with Melitta to further enhance the experience of the hundreds of thousands of visitors we welcome to Old Trafford each season."
Volker Stuhmeier, Member of the Chief Corporate Management at Melitta, said, "It is a great honour to work with one of the most successful football teams in the world in such a close and trustworthy way. For over 360 days of the year our products will be used in one of the most traditional and iconic stadiums in the world."
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