After a stuttering start to 2014 on the pitch, Manchester United has reached for a stiff drink in the shape of Grupo Campari liqueur Aperol.
It’s fair to say that life at Old Trafford under David Moyes thus far in 2013/14 has been less than overwhelming – with the sight of Ashley Young diving, for instance, more stale ale than Aperol Spritz.
So what better way to recover than have the Grupo Campari CEO massage your bruised football ego, having partnered with a drink that gives more in percentage terms (11%) than your current midfield?
The deal (don’t Rio and Ryan look happy?) means that Italian liqueur Aperol becomes the club’s official global spirits partner from January 1 2014 until the end of the 2016/17 season.
“We’re delighted to announce Aperol as the new way to celebrate the joy and the passion for Manchester United,” Grupo Campari boss Bob Kunze-Concewitz (third from right) said, while brandishing a shirt carrying the name of Utd's first signing of the January transfer window.
One to get the fans singing, for sure...