By Barry Janoff
November 8, 2013: Manchester United, which is part of the Barclays English Premier League but boasts followers worldwide, will be featured in a global multi-level campaign from Bulova.
The multi-million dollar integrated campaign will appear in Asia, Europe, North America, South America and Australia through 2014, according to Bulova.
Manchester United was listed as the second most valuable sports franchise in the world this year by Forbes (behind Real Madrid FC), worth more than $3.1 billion. The club is majority owned by Malcolm Glazer, who also is majority owner of the NFL's Tampa Bay Buccaneers.
This marks the first major ad push between ManU and Bulova since Bulova signed a three-year deal earlier this year to become the official timekeeper for the soccer club.
The campaign will be anchored by TV, radio, digital, social media including Twitter and Facebook, out-of-home, POP and print lifestyle, sports and men’s books. Among the players featured in the effort will be Wayne Rooney, Shinji Kagawa and Javier Hernandez.
Marketing comes with the tag line, "Exciting Times Are Coming."
ManU's other marketing partners include jersey-front sponsor Aon, Nike, Chevrolet, DHL, Epson, Singha, and Thomas Cook.
“When searching for a partner that truly resonated on a global scale, we recognized Manchester United as a perfect fit."
“Bulova’s partnership with Manchester United is a tremendous opportunity to grow our brand internationally,” Eric Hofmann, vp-marketing for Bulova, said in a statement. “When searching for a partner that truly resonated on a global scale, we recognized Manchester United as a perfect fit, and anticipate that consumers will be just as excited as we are to see us come together to celebrate precision, innovation and craftsmanship, all driving principles for both brands.”
Bulova said that co-branded, Swiss-made watches for consumers would be available in spring 2014, each featuring the Manchester United club crest. Select styles would be available in limited edition solid gold, titanium and stainless steel models.