Uber dives into content for the first time with Manchester United partnership

Uber is partnering with Manchester United to give football fans across the world exclusive behind-the-scenes content to recreate the experience at Old Trafford stadium.

With 569 million fans in over 30 countries, Manchester United is one of the world's most popular football clubs. The new partnership allows fans who use Uber to travel to watch the game to access content featuring players on the training ground.

Uber will work with Manchester United to create the content which will include pre-and post-match footage. The app will also host competitions to give away tickets to matches and other prizes.

In a joint statement, Uber and Manchester United said the aim is to bring fans together on match days "wherever they are watching, and sending riders and drivers to the club’s famous Theatre of Dreams".

"All football fans know that the journey to the game is an exciting and important part of the match day experience. We want to recreate that passion of travelling to Old Trafford for our global fan base through experiences and interactive campaigns," a Man United spokesperson said.

As part of the partnership, a dedicated Uber pick-up and drop off zone will also be set up at Old Trafford.

“We’re thrilled to be partnering with Manchester United to not only make match day transportation more seamless, but to deliver fans incredible experiences throughout the season, no matter where they are supporting from," said Amy Friedlander Hoffman, Head of Business Development and Experiential Marketing at Uber.

Details are sparse on how exactly content will be delivered to fans on the Uber app. It's also not clear how exactly Uber will ascertain that passengers are using Uber to travel to a destination in order to watch a game.

"At the moment we are still finalising details on the content and how it will work. We will be announcing more details about the specifics in due course,” a Uber spokesperson said.