Manchester United has confirmed the extension of its partnership with Konami, a move that will see the collaboration continue well into the foreseeable future. This partnership, which first began in 2019, has been a significant one for both parties, and the renewal signals their ongoing commitment to working together in the ever-growing world of digital entertainment and eSports.
As part of the extended agreement, Konami will retain several key commercial rights related to Manchester United, including access to the club’s players, media opportunities, and the ability to use the official Manchester United branding, imagery, and likenesses in the eFootball series. The eFootball series, a successor to Konami’s renowned Pro Evolution Soccer (PES), will continue to feature Manchester United content, allowing fans to experience the club’s virtual presence within the game.
Konami is widely known for its historical success with the Pro Evolution Soccer series, which, at its peak, was considered the best console-based football simulation. While the eFootball series has taken over from PES, the continued presence of Manchester United within it highlights the importance of the club’s brand and its connection with fans who engage in the digital world of football gaming.
In the official statement released by Manchester United, both parties expressed their satisfaction with the five-year partnership that has passed. United highlighted the valuable support Konami has provided over this period, and both sides are excited about the potential opportunities this renewed relationship will bring in the future. Naoki Morita, the European President of Konami Digital Entertainment B.V., spoke highly of Manchester United’s status in global football, emphasizing the significance of the partnership’s renewal. He also expressed enthusiasm about the commercial opportunities and activations that would be included, which would further enhance the eFootball series’ offerings.
Florence Lafaye, Commercial Director at Manchester United, also highlighted the importance of this extended partnership. She noted that the collaboration with Konami has helped the club engage meaningfully with a younger and digital-savvy audience. As the digital entertainment world continues to grow in influence, United sees this partnership as an important avenue to showcase its brand and connect with fans across the globe.
This renewal with Konami comes just days after Manchester United and Qualcomm also extended their principal shirt partnership, which will now run until 2029. Both deals reflect the club’s ongoing strategy to deepen its ties with key global brands and further solidify its presence in the digital and entertainment sectors.
Overall, the extension of the Konami partnership is a testament to the growing influence of football clubs in the world of digital entertainment, providing new ways for fans to engage with their favorite teams while offering exciting commercial opportunities for both the club and its partners.