Manchester United and Uber have today announced a first-of-its-kind global partnership, which will enhance fans’ match day experience at Old Trafford and how they connect with the club on a global scale. As part of the partnership, a dedicated Uber pick-up and drop off zone will be set up at Old Trafford, creating a convenient and safe way for fans to travel to and from games, with just a few taps of their smartphone. Details are sparse on how exactly content will be delivered to fans on the Uber app. It's also not clear how exactly Uber will ascertain that passengers are using Uber to travel to a destination in order to watch a game. When reached for comment, an Uber spokesperson said: “At the moment we are still finalising details on the content and how it will work. We will be announcing more details about the specifics in due course.”
Over the next several months, Uber will also connect United fans in over 30 countries around the world to United through a number of experiences, including behind-the scenes content, bringing fans together on match days wherever they are watching, and sending riders and drivers to the club’s famous “Theatre of Dreams” through exclusive competitions. Further details of the content and exact details of the partnership have yet to be revealed, however it’s likely that it will be delivered in a similar way to the Uber Star Wars: Rogue One partnership, which offered users in-app exclusive video content.
United’s group managing director, Richard Arnold, said: “Manchester United is always looking at ways in which we can improve our fans’ experience and our relationship with Uber will allow us to do this in new and exciting ways. Supporters will tell you that the journey to and from a game, whether they are watching it at Old Trafford or another venue on the other side of the world, is an important part of the match day experience, contributing to the build-up and anticipation of the day. Working with Uber we will look to enhance this experience for our 659 million followers, both home and abroad, by bringing them the spirit of Old Trafford and Manchester United through various experiences and interactive campaigns.”
Amy Friedlander Hoffman, head of business development of experiential marketing at Uber, added: “Uber makes it easier for people around the world to connect to what they care about and now we’re excited to give that connection to Manchester United fans. We’re thrilled to be partnering with Manchester United to not only make match day transportation more seamless, but to deliver fans incredible experiences throughout the season, no matter where they are supporting from.”
Not everyone has been so positive about the partnership, however, as underlined by Zeeshan Ali, a taxi driver and spokesman for the Greater Manchester Drivers Forum, who is sceptical about the plan. He explained: “With all the congestion around the ground on match days it would be very difficult for drivers. They might have to wait for a while before the end of the game if they had a booking, it would be difficult. I think the fans will just carry on with how they usually get home, I don’t think it will appeal to drivers.”
“We are proud that Manchester United is our first global sports partner” Uber