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Saudi Telecom in landmark deal with Man Utd

Middle East's largest operator agrees $19mn marketing deal with English football giant.

Saudi Telecom Co, the Middle East's largest operator, has agreed a marketing deal with English football giant Manchester United thought to be worth in excess of 10 million pounds ($18.7 million).

The five-year deal will give Saudi Telecom the rights to use the reigning Premiership and European champions' logo and imagery in its marketing within Saudi Arabia, where football has been growing in popularity over the last few years, according to the UK's Sunday Times.

Under the agreement, thought to be one of the biggest non-shirt sponsorship deals in British history, Saudi Telecom will be able to offer subscribers content such as video clips, news and other content.

The deal follows Manchester United's four-day trip to the kingdom earlier this year, for which the team was paid an estimated 1 million pounds.

The team provided the opposition for Saudi legend Sami Al Jaber's testimonial game and faced off against Al Hilal in front of 65,000 fans in the King Fahd Stadium.