Mattress, pillow and sofa maker Mlily and Manchester United have agreed to extend their longstanding partnership.
Under the new deal Mlily will become the ‘official global mattress and sofa product partner of Manchester United,’ and the pair will colloborate on the development of new sofa products in what could prove a major boost to ‘armchair’ critics of the current régime.
Since first establishing their global partnership in 2016, both parties have engaged in a diverse array of football culture and brand promotion activities such as Legend meet-and-greets, bringing fans to Old Trafford to see the team play, youth football tournaments and Manchester United-themed product tours. The deal was announced at the #ILOVEUNITED fan event in Shanghai at the weekend.
Mlily’s founder, James Ni, said: “Our dedicated partnership with Manchester United is something that continues to elevate the stature of our brand throughout the world. Innovation has always been a key factor in the success of our business, and we share those similarities with Manchester United, who continue to innovate as global leaders in the sports industry, both on and off the pitch.”
As part of the ongoing collaboration, Mlily and Manchester United’s Rest and Regeneration team joined forces to create sleep products, including mattresses and pillows, to provide Manchester United players with sleep environments that promise to facilitate quick recovery after training and matches.
Looking ahead, as well as extending the partnership to the development of sofa products, Mlily will aim to bring more football-related activities to its key markets, promoting cultural exchanges with international football communities.
Manchester United’s 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 athlete’s training programme, 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.”
