Premier League club Manchester United and Unilever announced a three-year regional sponsorship agreement on Monday to reach out to consumers in Southeast Asia.
Both parties are hoping their partnership can expand the football club's soccer school programme to the region, whilst Unilever, which is based in consumer goods, hopes that it will be able break into the male grooming market in the region via association with the club.
Some of Unilever's personal care and laundry products will now carry the Manchester United crest in nine Southeast Asian countries -- Singapore, Malaysia, Indonesia, Vietnam, Philippines, Thailand, Cambodia, Laos and Myanmar.
Peter Ter Kulve, president (ASEAN & Australasia) of Unilever, said: "This is a market which is still at the beginning of its development with relatively low penetration levels. I think Manchester United and the excitement around football will stimulate men to consume these products more often."
Speaking of the deal, David Sim, director of Enterprise Sports Group, said: "The positive association with one of the world's top club is definitely going to help them with the brand."
"But from a product and business perspective, this sponsorship may result in Unilever and its products alienating or even antagonising some of the supporters of other football clubs."
Former Manchester United striker Andy Cole, who was part of the famous treble winning side of 98/99, was present at the announcement.