OTT & Digital

Manchester United roll-out India-focused video content

Documentary-style series produced in partnership with Engage Digital Partners.

by Nick Friend

Manchester United roll-out India-focused video content

English soccer giants Manchester United have revealed a range of bespoke video content targeting the club’s fans based in India.

Working alongside sports marketing agency Engage Digital Partners, the Premier League outfit will unveil weekly videos, featuring documentary-style stories from its Indian fanbase.

United, who are estimated to have more than 35 million fans across the subcontinent, also stages an annual interactive event – #ILOVEUNITED – in the country each year.

The first episode of the new docu-series will provide viewers with an insight into the experience of members of the Manchester United Supporters Club (MUSC) Kerala, who assisted in providing relief to those affected by the floods that struck the state between July and August earlier this year.

Phil Lynch, chief executive of media, Manchester United said: “The growth of football in the country has been well documented and that’s reflected in what we see on our own platforms, with India consistently being in the top five territories in regards to fans viewing our content.

“Since launching our first official App and YouTube channel this year, we wanted to delve a little further and connect with our India fans on a more 'localised' level. This exclusive India-oriented video content will help us do that.”

On the field, however, the 20-time domestic top flight champions have endured their worst start to a season in more than two decades. The poor run, combined with disquiet among the club’s players, saw Jose Mourinho sacked as manager on Tuesday, with former striker Ole Gunnar Solskjær replacing the Portuguese coach on an interim basis.