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Thursday, August 18, 2022

Man United Sign Technology Firm DXC As Shirt Sponsor

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Premier League club side Manchester United have signed a sponsorship deal with DXC Technology, an American multinational information technology company.

The US-based company becomes the new shirt sponsor of the club across a multi-year contract, with the company’s logo to feature on the right shoulder of the team’s home, away and third kits.

DXC replaces US manufacturing company Kohler in the role of sleeve sponsor. Kohler had held the role since the start of the 2018-19 season in a deal reported as having been worth close to £15m per season.

As well as acquiring the sleeve sponsorship rights, DXC becomes the partner of the Manchester United Foundation, the club’s charitable arm. The two organisations will collaborate on various initiatives focused on how technology can have a positive impact on people.

The agreement also grants DXC the designation of Manchester United’s ‘Digital Transformation Partner’, with this element focused on making the club more data-driven and optimising its digital offering to fans.

From the outset of the deal, DXC will manage the club’s official app and provide a new data platform that will aggregate data across the club and enable new insights to inform strategic business planning and performance.

In the longer term, the two organisations will work together to set a digital vision and strategy to help the club benefit from emerging technologies.

The deal with Manchester United is DXC’s first sponsorship move in football, though in wider sport the company did become an official supporter of the organising committee of the Paris 2024 Olympic and Paralympic Games in an agreement which was announced in early 2021.

DXC joins a Manchester United sponsorship portfolio which is headlined by a front-of-shirt deal with Teamviewer, which began ahead of the 2021-22 season, and its ongoing kit supply contract with Adidas.

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