Jose Mourinho adds £4m to his income with lucrative Heineken deal

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Football News

Jose Mourinho and Manchester United may only be a few months into their fledgling partnership but the Special One and the Red Devils are already looking like a match made in heaven.

Ed Woodward has been the man behind the commercialisation of United, almost doubling their income in that area since taking over from David Gill in 2013.

Deals with instant noodle giants Nissin and Malaysia's No.1 potato snack Mister Potato may appear shameless on the surface but the millions of pounds generated have helped fund moves for Paul Pogba and Zlatan Ibrahimovic, both of whom are anything but a joke.

Similarly, Mourinho has turned himself into by far the highest-earning manager in the world by supplementing his £12m-a-season wage at Old Trafford with a number of lucrative sponsorship deals.

The former Chelsea manager has deals with Hublot watches, Jaguar, BT Sport, Adidas, Atlantis hotels, Lipton Tea and EA Sports. Not satisfied with that, he has recently agreed a £4m-a-year deal with alcohol giants Heineken.


According to The Telegraph, Mourinho is set to star in a high-budget advert directed by Guy Ritchie and filmed in the Czech Republic capital Prague. The Portuguese will deliver a team-talk to fans, encouraging them to go and watch Champions League matches.

And therein lies the problem. Heineken, along with Gazprom, are one of the main sponsors of Europe's elite competition, but the elephant in the room will be that, for the first time since 2003, Mourinho won't be involved in it.

Manchester United finished fifth in the Premier League, failing to qualify for the Champions League for the second time in three seasons. Their downfall is awkward for the likes of Woodward, who regularly talks up the club's huge fanbase and global appeal, casually ignoring their failures on the pitch.

Mourinho's arrival should see a return to winning ways but in terms of brand cohesion, Manchester United officials may well be cringing in their seats when the advert airs across the continent later this month.

The Ronaldo of the commercial world

If anyone can make it work, however, it is the executive vice-chairman. Woodward has previously been hailed as the 'Ronaldo of the commercial world' with his £75m-a-year kit deal with Adidas considered a particular highlight.

Their latest commercial partner was announced earlier this summer when Virgin Money became their 15th financial partner, officially named as the 'Official Retail Financial Services Partner' at Old Trafford.

In total, they have 70 different businesses handing them money from across the globe.

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Wayne Rooney
Paul Scholes
Manchester United
UEFA Champions League
Premier League
Ryan Giggs
Jose Mourinho

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