As part of the partnership, sofas will now be available as part of the high-quality rest, recovery, and relaxation items promoted by the collaboration. In addition, the extension has labelled MLILY as the club’s official global mattress and sofa product partner.
The continuation of the partnership, which was formally announced at the club’s #ILOVEUNITED fan event in Shanghai, will additionally improve and expand the wide selection of premium, cosy relaxation products that are offered to customers and players alike.
In addition to their collaboration for the club’s #ILOVEUNITED fan events, Manchester United and MLILY have worked together on several fan-focused projects since the formation of their partnership in 2016. These projects include legends meet and greets, visits to the UK for Chinese fans, youth football tournaments, and more.
By bringing more football-related events to China, the partnership hopes to foster cross-cultural interactions between the Chinese and foreign football communities.
Manchester United, CEO of Alliances and Partnerships, Victoria Timpson, said, “Our partnership with MLILY is a fantastic example of how we work with our partners to not only engage with our global fans, but also use their expertise to enhance the services available to our first team players. Quality sleep and relaxation are such a vital part of an athletes training program and by working with our rest and recovery coaches, MLILY were able to advise and provide high quality sleep products to assist with this. We are excited to extend this further by bringing the same technologically advanced sofa products to both players and fans.”
MLILY Founder, James Ni, said, “Our dedicated partnership with Manchester United is something that continues to elevate the stature of our brand in China and across our global markets. Innovation has always been a key factor in our success, and we share those similarities with Manchester United, who continue to innovate as a global leader in the sports industry, both on and off the pitch.”