Manchester United has signed a global partnership with 20th Century Fox.
As part of the deal, United will promote Fox's latest movies during the club’s home games with digital perimeter boards and post-match interview backdrops at Old Trafford will be used to promote films such as Deadpool, X-Men: Apocalypse and Independence Day: Resurgence.
20th Century Fox will provide entertainment for fans attending United home games, as well as exclusive content for the club’s global audience via its various digital platforms.
“This partnership is the first of its kind for the club and 20th Century Fox," said United’s group managing director, Richard Arnold.
"Last year in the UK alone, there were well over 150 million admissions to the cinema and like football, the film industry has unwavering global popularity and can be enjoyed by anyone.
"Both Manchester United and 20th Century Fox are leaders within our respective industries and we are delighted to be able to work with them in introducing each other to new audiences, creating unique content."
Paul Hanneman, president of worldwide theatrical marketing and distribution, added: “20th Century Fox is home to many of the world’s biggest film franchises and Manchester United is one of the world’s largest and most successful football clubs.
"We are excited by the opportunity to combine the entertainment of film with the power of live sports and the passion that Manchester United fans have for their club and the players. Together, we look forward to introducing each other to greater connections and more entertaining content that will engage film audiences and football fans around the globe.”
To mark the coming together of the two iconic brands, United players came face-to-face with Deadpool in a penalty shootout for a short film, which can be viewed below: