Manchester United and British Cycling have appointed McCann Erickson Manchester to handle events promotional activities.

Manchester United has appointed the agency to marketing is match-day VIP hospitality for this season, using an approach which sells football entertainment.

The campaign will run across outdoor, direct mail, digital and media over the next seven months and will aim to widen the appeal of the product and attempt to enter the gift market.

Meanwhile, the agency will also work with British Cycling to promote its calendar of events over the next year, beginning at the UCI  World Cup Final series event being held at the Manchester Velodrom in February 2011.

Kevin McKay, director of sports marketing at McCann Manchester; commented: “Working with two internationally recognised brands like Manchester United and British Cycling is a real thrill for anyone who is a sports fan, so it’s a real privilege for the team here.

“These campaigns are diverse and very different but they both aim to help these brands to seek new opportunities to engage with people who enjoy watching and being at the heart of live sport.

“McCann Manchester has moved firmly into the sports marketing space now and the team here has a genuine passion for it.”