Manchester United (MU) has appointed US information technology services company, DXC Technology, as the new jersey sleeve sponsor. The company is also official digital transformation partner for the 2022-2023 Premier League season. This partnership revolutionizes the way the British football giants use data to improve internal operations and engage consumers.
DXC replaces household manufacturing company Kohler on the shoulders of the MU jersey for the men’s, women’s and youth teams. DXC is also a partner of the Manchester United Foundation. The technical elements of this partnership will put DXC in control of United’s digital presence, including their official website, media platform and app.
Data analytics will be used to manage relationships with the club’s global fan base and provide a more personalized experience that deepens engagement. “The DXC analysis tool will also be used throughout the club’s business operations,” said a MU statement, Wednesday (6/7/2022).
The first major project will combine the various United data holdings into one aggregate platform so that it is more effective and useful than if it were stored in multiple repositories. Looking further ahead, the two sides will create a long-term technological roadmap that will modernize the way the club operates on and off the pitch.
As an example, DXC will work with United’s academy to support the coach with analysis, tracking and reporting tools to help him produce players capable of qualifying for the first team. The philanthropic element of this partnership will see DXC work with the Manchester United Foundation on various educational programs and workshops on STEM subjects in the Greater Manchester area. As the latest technology company to partner with Manchester United, DXC wants to use the club’s global brand to promote its wares.
Moreover, German software developer TeamViewer is the main sponsor of the MU jersey. Meanwhile, blockchain specialist Tezos is sponsoring the team’s training kit. “We are proud to welcome DXC as our premier partner for digital transformation, the Manchester United Foundation and sleeve in this exciting new era for the club,” said Victoria Timpson, Manchester United chief executive of alliances and partnerships.
Neither DXC nor United have disclosed the length or terms of their relationship. This is DXC’s first major effort to sponsor football, build on its involvement as an official supporter of the organizing committee for the 2024 Paris Olympics and Paralympics, and provide financial and human resources. “Through this partnership, Manchester United is turning to DXC for its experience in transforming the company to seek to engage fans and inspire young people,” said Chris Drumgoole, COO of DXC Technology.
