English soccer giants Manchester United have unveiled a tie-up with b2c e-commerce platform Scayle.

Serving as the club’s official e-commerce partner, Scayle will launch and operate a new dedicated direct-to-consumer e-commerce platform for the Premier League club later in 2024.

This platform will aim to improve the customer experience and drive sales for United's multiple online and mobile points of sale, with the club having a vast global fanbase that it can target with merchandise sales.

Manchester United is not Scayle’s first entry into the soccer space, having already provided a similar service to record German champions Bayern Munich.

Scayle managing director Tobias Ring said of the new partnership: “We are looking forward to closely partnering with the club and demonstrating our ability to elevate customer experiences on such a global and storied stage. We will give our all to co-creating an e-commerce presence that Manchester United fans are proud of and does justice to the club’s legacy of continuously redefining excellence, both on and off the pitch.”

“Gaining Manchester United’s trust marks a pivotal moment in our pursuit of becoming the number one e-commerce platform for enterprise brands and retailers.”

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Scaye provides its services to over 140 online retailers, with solutions tailored directly for business-to-consumer retail.

James Holroyd, chief commercial development officer at Manchester United, stated: “Partnering with Scayle represents a significant milestone in our journey to offer the best possible e-commerce experience.  Scayle's deep-rooted expertise in e-commerce coupled with their commitment to delivering an industry-leading e-commerce experience for our fans, were key factors in our decision to work with them on this strategically important partnership.”

The deal is the club’s first commercial tie-up to be announced since the revelation that Omar Berrada, the chief football operations officer at City Football Group, the parent company of local rivals Manchester City, was hired as their new chief executive officer.

Berrada announced his resignation from CFG shortly before Manchester United unveiled the appointment on January 21. The club said his start date will be announced shortly, with Patrick Stewart, the club’s general counsel, continuing as interim chief executive until then.

Manchester United have agreed to a number of new partnerships through the 2023-24 English Premier League season, including with tailoring partner Paul Smith, and sports hydration partner Wow Hydrate.