Chi Limited signs partnership with Manchester United
14 Jan 2015
At a colourful ceremony, held at the prestigious Old Trafford Stadium in Manchester UK, the management of Chi Limited recently signed a multiyear sponsorship deal with Manchester United at an event attended by leading players of the club like Angel Di Maria, Robin Van Persie, Valencia, Anders Lindegaard to name a few.
The deal will allow Nigeria’s market leader in fruit juices Chi Ltd to use the legendary Manchester United crest, club imagery, players and other intellectual property on a range of products throughout Nigeria. Founded over 30 years ago, Chi prides itself as being Nigeria’s premier producer of healthy, high quality, fruit and dairy based drinks which are enjoyed by millions of customers every year.
With mega brands like Chivita 100%, Chivita Active, Chi Exotic, Chi Happy Hour, Chi Ice Tea, Capri-Sonne, Hollandia Yoghurt and Hollandia Evaporated Milk occupying leading positions in their respective segments, Chi Limited has successfully ensured market dominance in Nigeria over the years through its successful marketing and brand building strategies. Its great emphasis on innovation and community welfare has ensured investment in modern facilities across Africa, in-turn creating employment and giving skills to help improve lives.
With this partnership Chi Ltd’s flagship brand, Chivita 100% fruit juice becomes the preferred soft drink of Manchester United in Nigeria. Manufactured from 100% pure fruits, Chivita 100% contains no added sugar, no preservative and no added colours. It is a rare blend of the best of Nigerian and imported fruit juices. Thus what the consumer gets is the same benefits of natural nutrients found in real fruit. In addition, 100% fruit juices are naturally fortified with nutrients like vitamin C, calcium and vitamin D. Chivita 100% is the first choice of consumers when they look for pure natural fruit juice with no added sugar or preservatives.
While signing the agreement at Old Trafford, Chi Limited’s Head of Marketing, Probal Bhattacharya said “As the flagship brand of Chi Ltd, Chivita 100% will feature as the fruit juice of choice for the Manchester United team”. Describing the partnership as between two of the most cherished brands in Nigeria, he states “as a company, we are proud to partner with such a reputed and successful club like Manchester United whose tradition of excellence is in tandem with ours”
“We are confident that the partnership will further deepen consumer loyalty as well as ensure that millions of passionate soccer fans across Nigeria continue to refresh and rejuvenate themselves with Chivita 100% fruit juice and Chi’s other beverage offerings as they relish every moment of the beautiful game” he adds.
Manchester United’s Managing Director, Richard Arnold said: “We are delighted to have Chi Limited as an official partner of Manchester United. With over 30 years of experience, Chi has a commitment to the health and well-being of Nigerians as well as producing high quality, market leading products.
With over 35 million followers, Nigeria is home to some of the Club’s most passionate fans, and this partnership will help bring these fans closer to the Club they love.”
Manchester United players Robin Van Persie, Angel Di Maria, Valencia and Anders Lindegaard took time afterwards to savour the fruit juice. Robin Van Persie commended the management of Chi limited for its refreshing taste. He adds that as an athlete, he requires healthy fruit juices like Chivita 100% for optimum performance. Whilst Angel di Maria equally stressed the freshness and health benefit of 100% juices like Chivita 100%.
Chivita 100%, which can be enjoyed by consumers who desire pure, healthy and natural refreshment, is available in five variants of real pineapple, real apple, real orange, orange pineapple and orange mango.