Dimension Data will be bending it like Beckham after signing a three-year partnership with English soccer club Manchester United to drive the development of the club's customer relationship management (CRM) strategy.
The integrator secured the appointment following its work with Manchester United on the redevelopment of its Web site (www.manutd.com) in April this year.
As part of the agreement, Dimension Data will join Manchester United's platinum partnership program and line-up alongside other blue-chip international brands such as Budweiser, Pepsi and Lycos.
Man United appointed Dimension Data initially to develop a CRM strategy in an effort to get closer to its 50 million fans around the world and build greater supporter knowledge. It will also provide Man United's other partners with a trajectory to reach a wider audience.
According to a Man United spokesperson, the club's ongoing investment in IT is one of the largest of its kind for any football club in the world.
David Gill, group managing director of Manchester United, said it was Dimension Data's global presence, broad experience in delivering business solutions and sound understanding of Manchester United that secured its appointment.
"Manchester United will help us to expand our activities both here in the UK and internationally by ensuring that strategies like this are backed by the right information systems and a resilient network infrastructure."