The American firm, founded in 1955, will release a line of ‘Mate’ products, including SportMate and DailyMate supplements.
The goods will feature the English side’s crest and will be released exclusively to the Chinese market.
Richard Arnold, group managing director of Manchester United said: “As a professional sports club we understand the importance of living a healthy lifestyle, something we encourage not just amongst our players but also amongst all our 800 staff, the local community and fans across the world.
“Through our partnership with IVC, we hope to spread this message of wellbeing to the faithful followers we have in China.”
Chang Liang, president of IVC, added: “IVC and Manchester United have many things in common, we share the same DNA that has made us both successful global organisations.”
This is the latest stage of the club’s Asian expansion after it announced a partnership with Japanese food brand Nissin in July. [Source: The Drum]
Asia is a priority market for Manchester United and their marketing deals are not only financially relevant, but extremely wise on a brand position standpoint.