Simran SinghaniaEnglish professional football club Manchester City and South Korean tyre manufacturer NEXEN TIRE have announced an extension of their partnership. With this renewal, this alliance will enter its fourth term.
NEXEN TIRE’s activation approach is set to change, for the Man CIty kit will no longer bear the company’s branding. NEXEN is eager to concentrate on its “We Got You” brand identity while also increasing localisation for the target markets and emphasising digital activations and creative content.
The Manchester City men’s first team will visit Nexen’s home nation of South Korea this summer, and the company’s branding will continue to be visible on the team bus and the bridge that connects the Etihad Stadium and the City Football Academy. Previously, the tyre company participated in pre-season travels.
Since the partnership’s launch in 2015, it has expanded to include sponsorships of the club’s men’s and women’s teams as well as the Elite Development Squad. Additionally, NEXEN has launched esports games, taken part in the Cityzens giving people group programmes, while also having served as the title sponsor for the Manchester City Cup, a junior football competition in the US.
Ferran Soriano, Chief Executive Officer of Manchester City FC, said:
“NEXEN TIRE has been part of the City family for a long time and this new extension will take us to more than a decade of partnership. We have shared and enjoyed historic and very successful moments, celebrating 12 trophies together. We want to thank Nexen for their continued commitment, support and inspiration and we are looking forward to working together throughout the next term, for more innovation and celebrations.”
Travis Kang, Global CEO, NEXEN TIRE, added:
“We are very excited to continue our long-term partnership with Manchester City, which will surpass a decade of collaboration by the end of the new term. Both parties are aligned to support and back each other up while inspiring people through our collaboration. This long-term partnership will allow us to innovate and grow internationally as NEXEN TIRE continue to expand our market and product offering.”
