The agreement, which runs until 2017, includes Aperol branding during all domestic games at Old Trafford and will also see the Italian brand’s signature drink, Aperol Spritz, available in the stadium’s hospitality areas.
“We are delighted to welcome Aperol as Manchester United’s new global spirits partner,” said Manchester United’s group managing director Richard Arnold.
“Like Manchester United, Aperol is an ambitious organisation and we have been impressed by their innovative approach to developing the brand on an international stage.
“Manchester United has 659 million followers across the world and this partnership will be another platform to bring the club closer to these fans.
“Aperol is a fitting partner to help the club and its supporters to celebrate our achievements and we look forward to sharing many successes together in the coming years.”
The deal is the latest in a string of new partnerships for United, who revealed that commercial revenues had increased by 39.3 per cent to £59.9m for the first quarter of the financial year to 30 September.
Gruppo Campari chief Bob Kunze-Concewitz said: “We’re delighted to announce Aperol as the new way to celebrate the joy and the passion for Manchester United.
“With the club widely recognised as the most supported in the world, this is a partnership that will deliver brand exposure on a massive scale, helping to provide Aperol, and its signature drink Aperol Spritz, with excellent levels of year-round brand exposure, consumer engagement and promotional opportunities in developed and new global markets.
“Aperol is a brand that embodies success, celebration and sociability. The natural fit between the two brands makes the partnership one that will benefit both parties.”
United are currently seventh in the Premier League table, 11 points behind leaders Arsenal after a stuttering start to David Moyes’ reign at the club.
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