 Additionally, Manchester United-branded media services – such as the club's dedicated television channel, MUTV – have allowed the club to expand its fan base to those beyond the reach of its Old Trafford stadium.In an initial five-year deal worth £500,000, Sharp Electronics became the club's first shirt sponsor at the beginning of the 1982–83 season, a relationship that lasted until the end of the 1999–2000 season, when Vodafone agreed a four-year, £30 million deal.Vodafone agreed to pay £36 million to extend the deal by four years, but after two seasons triggered a break clause in order to concentrate on its sponsorship of the Champions League.