Turkish Airlines will raise its profile internationally by signing multi-million-pound deals with Manchester United and Barcelona football clubs.
The Turkish carrier claims to be Europe’s fourth-biggest by passenger numbers and hopes the new partnerships will build its brand globally.
Its three-and-a-half-year sponsorship contract with Manchester United means its logo will appear at Old Trafford stadium, in programmes and on the club’s website.
With the title of ‘official sponsor of Manchester United’, Turkish Airlines will transport the club’s players to tournaments and training camps.
David Gill, Manchester United chief executive, said: ‘This deal is yet another indication of the global appeal of Manchester United.’
The value of the deal has not been announced but will help the club pay back some of the £700m its parent firm owes.
Crain’s Manchester Business reports the deal could be worth £2.7m a year, with Turkish Airlines replacing AirAsia as United’s official carrier.
The three-year deal with Barcelona, meanwhile, entitles Turkish Airlines to similar promotional benefits: logos at the Nou Camp stadium and the titles of ‘official sponsor’ and ‘third international official sponsor’.
It is reportedly worth about €2.6m a year.
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