Man Utd’s broader palette

Not surprisingly, Kansai is the first official paint partner signed up by United.

The deal shows how top European clubs can use their international fan base to secure partnerships with a broad range of companies.

United has become adept at looking beyond the obvious categories when it comes to signing up sponsors. Last year, it did a sponsorship deal with Yanmar, a Japanese company which makes boat engines.

United claims to have more than 650 million followers around the world.

The Premier League has a large global TV audience and United’s profile in Japan has been boosted by its signing of Japanese international Shinji Kagawa in 2012.

Presenting the new sponsor at Old Trafford, commercial director Richard Arnold said the Premier League leaders and the Japanese company both prized “growth, investment in people and innovation”.

“Manchester United’s global network of fans and sponsors will help to raise the profile of the Kansai brand,” he added. Kansai Paint President Yuzo Kawamori said the company shared United’s ambition of beating the competition internationally.

Football teams are seeking to maximise their commercial income as new rules to ensure they curb their losses take effect.