DHL, the global leader in international express service, was so pleased with the success of their sponsorship of Manchester United in the United Kingdom, entering its second season in August, that they decided to sponsor Man U's U.S. tour. Manchester United has 330 million fans worldwide.
Founded in San Francisco over 40 years ago, DHL now services over 220 countries and territories worldwide through air and ocean freight, overland transport, contract logistics solutions and international mail services.
Manchester United's tour starts today, July 13, at the New England Revolution and continues with Seattle Sounders, Chicago Fire and culminates with the MLS All-Stars and a friendly versus Barcelona. Anticipating the popularity of the Man U-Revolution match, the MBTA is running a train from Boston to Gillette Stadium in Foxborough.
"Manchester United is a fantastic fit with us in Europe. Manchester United is the world’s leading soccer team, so it made sense that the world’s leading international express provider partner with them," said Christine Nashick, DHL vice-president of marketing U.S.
Manchester United are well known in Asia, probably less well-known in the U.S, so [the U.S. tour] is garnering awareness since it’s become such a large sport in the U.S. For us, when we looked at the sponsorship, it was a great opportunity to engage our customers along with their families and there are few sports that truly do engage with children."
As part of the promotional events in Boston yesterday, Manchester United allowed DHL customers to view a private training session at Harvard and had a meet-and-greet cocktail party for DHL customers with players Ryan Giggs, Rio Ferdinand, Michael Carrick and Ben Amos in attendance. Harvard hosted a Manchester United clinic with Denis Irwin for 50 4th and 5th graders from Boston’s Gardner Pilot Academy and the team toured the famous university [video].
"The games will be broadcast on ESPN and we'll have presence with the first three presenting matches," said Nashick. "We’ll have presence with in-stadium signage, jumbotron announcements and mascots that go out with the players at the very beginning of the matches. The televised aspect of that will be the broadcasting we do, we’re not doing commercial advertising around it, except within the Manchester United website."
The Revolution, Chicago Fire and Barcelona games are part of the 2011 Herbalife World Football Challenge, which follows up the hugely attended World Football Challenge of 2009. The MLS All-Stars match will be coached by New York Red Bulls coach Hans Backe and the All-Star First XI have already been chosen by popular vote.
"[The players] are really excited about being here in Boston because they’ve just returned from the summer holiday closed season and they're happy to be back into preseason training this week," said a Manchester United marketing representative. "They’re really excited about being in the U.S., but mostly excited about playing in front of the U.S. fans that don't ordinarily get to see the team week in week out at Old Trafford, Manchester.
These are all preseason training games and you may not see the match that took place in July in the UEFA Champions League Final when we face Barcelona again in D.C., but we’ll be looking to get a bit of revenge there. There’s a lot of excitement about the MLS All-Stars match in New Jersey and the final match in D.C. against Barca, but Man U will be very competitive in every match.
DHL is an important and valued partner of Manchester United and their delivery of the US 2011 Tour has been impeccable, what else would you expect from such a successful and respected business.
As far as running up the score, it may very well happen."
Manchester United tour schedule (all times Eastern)
Wed, July 13, 8 p.m. - NE Revolution- Man U (WFC)
Wed, July 20, 10 p.m. - Seattle Sounders-Man U (friendly)
Sat, July 23 - Chicago Fire- Man U (WFC)
Sat, July 27 - MLS All-Stars vs. Man U
Sat, July 30, 7 p.m. - Man U-Barcelona (FedExField, MD) (WFC)
MANCHESTER UNITED TOUR ROSTER
GOALKEEPERS (4): Ben Amos (ENG), David de Gea (ESP), Sam Johnston (ENG), Andres Lindegaard (DEN)
DEFENDERS (8): Fabio Da Silva (BRA), Rafael Da Silva (BRA), Jonny Evans (NIR), Patrice Evra (FRA), Rio Ferdinand (ENG), Phil Jones (ENG), Chris Smalling (ENG)*, Nemanja Vidic (SRB)
MIDFIELDERS (7): Anderson (BRA), Michael Carrick (ENG), Tom Cleverley (ENG), Ryan Giggs (WAL), Nani (POR), Gabriel Obertan (FRA), Ji-Sung Park (KOR)
FORWARDS (8): Dimitar Berbatov (BUL), Mame Biram Diouf (SEN), Javier Hernandez (MEX)*, Federico Macheda (ITA), Michael Owen (ENG), Wayne Rooney (ENG), Danny Welbeck (ENG), Ashley Young (ENG)
MANAGER: Sir Alex Ferguson
* Hernandez will join the tour in progress.
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