Manchester United may have been ‘penalty kicked’ out of the Capital One Cup last week, but Banif Bank (Malta)’s chief operating officer Nuno Pedro Martins is not taking it too badly.

“Manchester United has a great supporter base and a brand which is recognised worldwide,” he said.

Mr Martins, who sides with Portugese team Sporting, laughed: “Of course, it would be nicer if they were winning. But they are still one of the best teams in the world.”

Banif last year launched a Manchester United-themed credit card, a sports-related strategy that many Portugese banks adopt in their home country. Banif had already had a hit here with their Hello Kitty card and did a brainstorming exercise on another theme which would increase the customer base – and the idea of Manchester United was unanimously approved.

The bank, which also has an agreement with the local Manchester United Supporters’ Club, was able to put together a wide-ranging package of benefits such as discounts on the official club membership, discounts from the Megastore and from Red Cafe, Old Trafford museum and tour discounts, exclusive memorabilia, and other benefits such as free travel insurance and free purchase protection insurance.

We estimate that a good 10 per cent of Man United fans will get the card

The bank also organised a competition and Banif client and Red Devil fan David Camilleri won a once-in-a-lifetime opportunity to watch the team train in a money-can’t-buy experience.

Another competition is currently running with two tickets for the game against Liverpool on March 15 as the prize.

Take-up of the card has been good, albeit slightly lower than expectations. But Mr Martins is convinced it will reach its targets.

“We estimate that a good 10 per cent of Man United fans will get the card,” he said. “It was a significant investment but we are very pleased with the outcome so far.

“At the end of the day, it is all about offering our customers something more. We are not their first bank, but over the past seven years we have proved our reliability and shown them we are here for the long-term.

“It took us three years to open branches, install ATMs and introduce internet banking but now we are well-established in the Maltese mind, thanks to the President’s Fun Run and other promotions.”

More information about the Manchester United Credit Card from Banif Bank can be obtained by calling Customer Care on 2260 1000 or by sending an e-mail to customercare@banif.com.mt.