Dating service app Tinder is reportedly in talks with Manchester United to acquire sponsorship rights for the team jersey sleeve. The club and the Silicon Valley company are believed to have negotiated the deal at £12 million ($ 16m) per annum, which will be the biggest sleeve rights contract so far for an English Premier League club, British media has reported quoting the Daily Mail.
Sleeve sponsorship is a new commercial opportunity for EPL clubs from the upcoming season. Nine clubs, including Chelsea and Manchester City, have signed sleeve deals but none of them are stated to be closer to what Tinder are said to be offering.
The advertising space on the left sleeve – with the Premier League logo on the right – is being valued by the industry at 20 per cent of the main shirt sponsor. So Tinder paying £12m fits in with the £50m a year United are paid by Chevrolet.
Manchester City has the second best-paid deal, earning £10 million a year from Nexen, a South Korean tire manufacturer.
The partnership could open up new ways to connect with fans. Tinder already have a deal with Italian club Napoli, which includes special interaction with Poland striker Arkadiusz Milik, who was given a dating profile on the app.
The reported Tinder talks with Man United come as the dating app, which has 50m users making 1 billion swipes per day, is looking for a more mainstream image and a global following.
If the deal goes ahead, fans could see Tinder’s recognisable flame logo on the shirts as early as on August 8, when their new season begins.