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Manchester United has secured a partnership with Hawaii-based sunglasses and eyewear brand Maui Jim. Helping to mark the occasion, Red Devils adopted the shades to kick off a sleek content partnership that will help subsidise the lucrative £19.6m pay-off delivered to former manager Jose Mourinho and his staff.

Not long after Manchester United secured a partnership with grooming brand Remington, it has adopted a premium eyewear partner as it looks to further monetise its substantial global profile.

Anthony Martial, David De Gea and Jesse Lingard all modeled the shades to mark the partnership (above). In a separate video that has been rolled out on social channels, French World Cup winner Paul Pogba got upstaged by De Gea on drum kit. 

Beyond the financial side of the deal, Maui Jim will also supply the Manchester United first team, academy and women’s teams with glasses from their sun and optical ranges.

Richard Arnold, Manchester United group managing director, said: “Maui Jim is a revolutionary global eyewear brand that is one of the largest and most innovative producers of sunglasses in the world. I’m delighted that they will be joining the United family and creating a range of exclusive eyewear pieces specifically for our fans. Our partnership with them demonstrates the club’s ability to attract the world’s most premium brands.”

Jay Black, Maui Jim’s vice president of global marketing, added: “We are thrilled to welcome Manchester United to the Maui Jim ‘Ohana' (Hawaiian for family). For us, it is an honour to partner with one of the world’s most successful sports teams, within the world’s most popular sport. This collaboration gives us the chance to spread our 'Aloha Spirit' and communicate the importance of wearing high-quality technical eyewear.”

The brand was founded 30 years ago and looks to capitalise on the global reach of the Manchester football team. It will be sold in Manchester United superstores too from 26 February.

 

As one of the world's most engaged-with sports brands, Manchester United will look to put the campaign in front of as many eyes as possible across the world.

Then there is the 'Ole Effect', the lift in engagement on its social channels since caretaker manager Ole Gunnar Solskjaer came aboard and delivered a significant turnaround in team performances.

Meanwhile, rivals Liverpool FC is in talks with New Balance and other sportswear brands as the club looks to strike the most lucrative kit deal in its history. Its chief commercial officer Billy Hogan opened up on The Drum on this hunt.