Bearing in mind the potential mileage on its brand equity, Nigeria’s market leader in fruit juice, Chivita 100%, has expressed delight with the recent naming of Manchester United Football Club (MUFC) as the world's most valuable football brand for 2015. It would be recalled that the management of Chi Limited and MUFC signed a multi-year partnership deal at the prestigious Old Trafford Stadium in Manchester UK last year
For consumers of Chivita 100% fruit juice across Nigeria, the news is a cheering one as the efforts by Chivita 100% to publicize the club in Nigeria has been immense. From huge and effective publicity on Television, Radio, Outdoor advertising, print publication, activations and online presence, the management of Chi Limited has ensured brand visibility for the partnership and value for the club across Nigeria
According to a report from consultancy Brand Finance, Manchester United's brand value has increased by 63 per cent since 2014. The club is estimated to be worth $1.2 billion ahead of Bayern Munich, Real Madrid and Barcelona football clubs which placed second, third and fourth respectively.
The Brand Finance report said: "United retains legions of followers in India, South East Asia and China, contributing to a total of over half a billion individuals." They added that "the huge windfalls that Man Utd can expect, will see both revenues and brand value continue to increase in the coming years."
For Chi Limited’s Head of Marketing, Mr. Probal Bhattacharya “It is truly heartwarming to observe that numerous consumers of Chivita 100% have built an affinity with Manchester United in Nigeria since we signed the partnership deal with the club in October last year. Since then, we have kept abreast with the club’s activities and even hosted consumers to live matches of the club in Lagos. They have also kept faith with us as reflected in the market performance of Chivita 100% which continues to witness improved sales every month”
“We are also delighted that despite the inability of the club to win trophies last season, it was able to outshine other football clubs to emerge as the world's most valuable football brand for 2015. It is only fitting that as Nigeria’s most loved fruit juice brand, our partnership with Manchester United continues our tradition of excellence in offering only products of the highest quality to our consumers” Mr. Bhattacharya added
Chivita 100% fruit juice is the preferred soft drink of Manchester United in Nigeria. It is a rare blend of the best of Nigerian and imported fruit juices and contains no added sugar, no preservative and no added colours.