June 17 – Manchester United have appointed Elevate as the club’s first-ever Official Hospitality Partner. The agreement forms part of United’s wider strategy to expand and modernise its hospitality offering, with supporters being offered a broader range of premium experiences both inside the stadium and across Manchester on matchdays.
The partnership will also introduce a series of high-end experiences designed to bring supporters closer to the club, including behind-the-scenes stadium tours, on-pitch photography opportunities and exclusive events featuring former players.
For the past two seasons, sections of Manchester United supporters have protested against plans to relocate long-standing season-ticket holders from seats positioned directly in front of the directors’ box.
The club’s rationale has always been financial. Those seats, located between the directors’ area and the dugouts, are among the most desirable in the stadium and can generate substantially higher revenues when incorporated into hospitality packages.
Among the new experiences being promoted by Elevate are opportunities to meet current first-team players, have photographs taken with the team captain before kick-off, take part in pre-match ceremonial activities and access the ‘Dugout Club’ experience, all of which include premium padded seating.
Marc Armstrong, chief business officer of Manchester United, said: “With a proven track record of delivering high-quality, premium matchday experiences, Elevate will help us broaden our hospitality offering, providing greater choice for fans who want it, alongside our broad range of general admission options.”
The agreement also includes a community element, with the club saying selected tickets and experiences will be distributed to local charities and community groups.
Flavil Hampsten, president of venue sales at Elevate, said: “At Elevate, our expertise is delivering best-in-class hospitality and creating unforgettable matchday experiences for fans. We are delighted to partner with such a historic club as Manchester United and are excited to help take the club’s hospitality to the next level in a way that respects the club, its supporters, and Old Trafford’s unrivalled matchday atmosphere.”
Contact the writer of this story, Harry Ewing, at [email protected]