The scheme will launch in China in August to tie in with the start of the new football season in the UK.
Communications and management of the scheme, dubbed One United, will be by through-the-line agency 141, which won the business together with its UK office in a competitive pitch.
Communications and management of the scheme, dubbed One United, will be by through-the-line agency 141, which won the business together with its UK office in a competitive pitch.
141 China CEO Soames Hines said the scheme, believed to be the first of its kind to be launched in China by a European club, will extend to other markets.
141 will help develop different membership packages - split into silver and gold packs offering different levels of benefits and access to the club as well as promote and manage the database.
"We look forward to working with Manchester United and their partners in China to help build the brand and tansform supporter behaviour to fully realise the commercial benefits of the brand," Hines said. Manchester United, which has already launched a Chinese-language website to cultivate its fanbase in the Middle Kingdom, will start publicising the forthcoming service next monthh.
The club's CEO, David Gill, said: "The launch of a dedicated One United scheme for China is part of our commitment to this incredibly loyal and supportive nation."
