141 Worldwide will work with AIG globally to activate and manage the marketing of the agreement.
141 Premiere, the sports and entertainment sponsorship division of 141 Worldwide, will work with AIG worldwide to maximise the benefits AIG receives from the sponsorship and will help to fully integrate the sponsorship into AIG's overall marketing initiatives.
The company will provide consulting, strategy and concept development, and activation support for the sponsorship.
The four-year sponsorship, valued at approximately $100 million, is the biggest shirt sponsorship deal in English football.
Said Charlie Armstrong, senior director of advertising and global branding at AIG: “141 proved to us that they had the passion for the challenge, the experience of working with Manchester United and the knowledge to activate a big sponsorship on a global level.
“Having on the ground experts from 141 in our major global markets was a key factor in our decision.”
The new sponsor of English Premier League soccer giants Manchester United - the American International Group (AIG) - has awarded WPP Group company 141 Worldwide, the contract to leverage their sponsorship.
