In the first partnership of its kind in Australia, the Essendon and Manchester United football clubs have formalised an agreement that will develop the business interests of both clubs throughout Australia.
Essendon chief executive Peter Jackson and Manchester United director of commercial enterprises Ben Hatton, officially announced the agreement at a press conference held in the Essendon Hall of Fame this afternoon.
“Manchester United is seeking to grow its membership business in Australia and we are honoured they have seen Essendon Football Club as the right partner to help achieve that goal,” Essendon chief executive Peter Jackson said. “Together I think we can achieve some real results for both clubs and our supporters.”
Manchester United director of commercial enterprises Ben Hatton said the Australian and New Zealand markets were becoming increasingly important to his club.
The Australian market ranks fourth in terms of visits to the Manchester United website, behind the United Kingdom, the United States and China.
“Our figures suggest we have in the region of four million supporters across Australia and New Zealand. These people have a real affinity and loyalty to Manchester United and we want to be able to deliver something of real value to reward them for that,” Hatton said.
“Our challenge is always how we can bring Manchester United closer to our fans around the world. We feel that with our One United membership scheme and the support of Essendon we can really start to do that in Australia and New Zealand.
“Knowing more about our fans around the world is a cornerstone of our Group strategy. Only by knowing more about them can we start to think about ensuring we can deliver against what they expect from us,” Hatton said.
“The business models of Manchester United and Essendon Football Club are very similar and we look forward to growing this relationship with one of Australia’s leading sports clubs.”
Jackson said the relationship was ultimately about bringing supporters closer to both clubs.
“Fans of all sporting clubs want to feel involved and a part of the push for on-field success. Winning is after all the core business of sporting clubs and what fans are most interested in,” he said.
“This partnership is about finding out where the supporters are, who they are and what we can do to make them feel a part of the red and black - be that Essendon Football Club or Manchester United.
“We will be implementing some exciting promotions that we think will engage the supporters of both clubs throughout Australia. Some of the ideas will be unlike anything previously seen in the sports’ industry in this country.”
Jackson said the agreement was an important step forward for Essendon Football Club.
“On behalf of our members and supporters Australia-wide, we continue to look for new and innovative ways of enhancing the business of Essendon Football Club and maintaining our position as market leaders. And what better way to further that cause than by entering into agreements such as this with other leading sports businesses” Jackson said.
Jackson said it was important to note the relationship did not involve Essendon selling Manchester United apparel or merchandise nor the promoting of sponsors of that club.
