This article contains information regarding the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Manchester City Football Club (MCFC) as their sponsors and partners for the 2023–24 season.
Also Read
Premier League Sponsors 2023-2024
Manchester City Sponsors 2022-23
Manchester City Sponsors 2021-22
Etihad Airways, the Abu Dhabi-headquartered UAE flag carrier, became the principal sponsor of Man City in 2011, acquiring not only the front space of the club’s kits but also the right for the name of their stadium; what was then called the City of Manchester Stadium came to eponymously be called the Etihad.
The finances of the Etihad deal have always been under major scrutiny. In 2020, the City owners faced an infamous legal battle against UEFA, who had accused them of illegally putting money into the club’s coffers, with their fingers pointing to Etihad as one of those sponsorships. While City manage to swat away the allegations, the Etihad deal remains shrouded in controversy, with details regarding the length of contract and annual revenue generation of the current deal between the two parties remaining undisclosed.
In February 2023, the Premier League released a statement via which it brought against Man City several charges of breaches of its financial rules between 2009 and 2018. At the time of writing, the matter remains open and unresolved.
Also Read – Premier League teams’ principal shirt sponsors for 2023–24 season
Man City ended a six-year association with Nike and signed German sportswear giant Puma as their official kit supplier in February 2019, with the deal kicking off with the 2019–20 season.
The deal is reportedly worth £650 million over ten years and also covers Man City’s sister clubs in Australia (Melbourne City FC), Spain (Girona FC), Uruguay (Montevideo City Torque) and China (Sichuan Jiuniu FC).
In August 2022, Puma unveiled Man City’s third kit for the 2022-23 season on the Land of Games experience developed by game creation system Roblox, thereby taking their Man City partnership “into the metaverse”.
Also read: Premier League clubs and their kit suppliers for the 2023/24 season
The Valletta-Malta headquartered crypto spot and derivatives trading exchange was announced as the club’s Official Cryptocurrency Exchange Partner in March 2022 in a deal covering the club’s men’s, women’s and esports sides.
OKX served as the principal front-of-training-shirt sponsor for the men’s and women’s first teams of MCFC during the 2022–23 season.
In June 2023, OKX was announced as the Official Sleeve Partner of the club as part of a multi-year agreement. The deal sees OKX serve as the matchday shirt sleeve sponsor to both the senior men’s and women’s teams of the club, with its logo also featuring “on the left sleeve of the first team training kits”.
Also Read – Premier League teams’ sleeve sponsors for 2023–24 season
Asahi Super Dry, a beer offering of Japanese beverage and food company Asahi Food Holdings, was announced as the Official Beer Partner of Man City in August 2022. The partnership also included the following City Football Group (CFG) — the holding company owned by the Abu Dhabi United Group that looks after the football administration of MCFC and their sister clubs around the world — teams: Melbourne City FC, Yokohama F. Marinos and Sichuan Juiniu FC.
The partnership was kicked off by former Man City players Shaun Wright-Phillips and Shaun Goater. Apart from branding rights, the deal also entails collaboration with Man City over fan engagement activities like giveaways and competitions with the start of the 2022–23 season. Asahi Super Dry is also poured inside the Etihad Stadium, whose hospitality facility has also been renamed to Asahi Super Dry Tunnel Club as part of the agreement between CFG and Asahi.
In July 2023, Asahi’s non-alcoholic offering, the Asahi Super Dry 0.0%, was announced as the official front-of-training-shirt sponsor of the Man City men’s and women’s first teams for the 2023–24 season.
In January 2024, Man City players were seen wearing pre-game and training apparel which, while featuring the “Asahi 0.0” branding, did not have the words “Super Dry” on them that were previously part of the branding agreement. It was later revealed that UK-based clothing brand Superdry had made a High Court trademark infringement claim against the club’s usage of the “Super Dry” branding and were seeking financial reparations for the same. (This is an ongoing matter.)
The Yokohama-headquartered Japanese automobile manufacturer has been Man City’s Official Automotive Sponsor since July 2014. The deal has granted Nissan in-ground branding at the Etihad and exclusive fan engagement opportunities.
The two parties extended their deal in July 2019 to also include the CFG clubs in the US (New York City FC) and Australia (Melbourne City FC). The two again renewed their deal in November 2021 to include the CFG clubs from Spain (Girona FC) and China (Sichuan Jiuniu FC). Pep Guardiola, the Man City men’s first team manager, was also signed on to continue as an official ambassador for Nissan, a role he first took up in 2019.
Formerly known as Etisalat, Abu Dhabi-headquartered telecom company e& has been Man City’s telecommunications partner since November 2009 for the countries the company operates in.
In February 2020, e& also became the official sleeve sponsor for the club’s esports team.
Man City struck a sponsorship deal with the Abu Dhabi Tourism Authority back in May 2010 as their official destination partner.
The deal was put in place by the club’s Emirati owners with an aim to market the UAE as a prime tourism and business destination.
The Beijiao-based Chinese home appliance giant first signed a global partnership agreement with MCFC in January 2020. This deal was expanded in January 2021 to also include Man City’s senior women’s team and sister club New York City FC.
The two parties last announced a renewal of their partnership in May 2023.
Apart from branding rights, the deal sees Midea develop digital campaigns with the club across their social media channels.
Partners since 2015, NEXEN TIRE and Man City made history in March 2017 when the Yangsan-based South Korean tyre manufacturer became the first-ever sleeve sponsor of a Premier League club. Over the course of the partnership, the two have engaged in digital content collaborations while promoting football on a grassroots level.
The deal was renewed ahead of the start of 2020–21 season to include the club’s women’s and esports teams as well. Another renewal was announced in August 2022, covering the 2022–23 season.
In May 2023, the two parties announced another multi-year renewal of their partnership. NEXEN TIRE also announced that, with this renewal, its logo would no longer feature on the Man City kit after the end of the 2022–23 season, with the company choosing to focus on its “We Got You” brand identity — “focusing more on digital activations, creative content and increased localisation for priority markets.”
EA Sports has been a long-time Official Gaming Partner of Man City. Since September 2019, it has served as the Official Gaming Partner to all CFG clubs that feature in the annual release of its football simulation game series FIFA (rebranded to EA Sports FC ahead of its 2023 instalment).
The deal sees EA Sports produce exclusive content for the clubs’ social media channels as well as exclusive club-themed EA Sports FC packages. EA Sports’ deal with the Premier League sees the company hold exclusive rights to feature Man City’s licensing, which includes real-life likeness of players, kits and stadium, in its annual EA Sports FC release.
The Abu Dhabi-based luxury hotel was announced as Man City’s Official Luxury Hotel Partner in January 2022. In the past, Emirates Palace has hosted Man City’s first team for warm-weather training sessions, with City Football Schools currently using the hotel’s facilities for “educational and community sessions”.
As part of branding rights, the Emirates Palace branding features most prominently on Man City’s men’s team’s training kits, with their manager Pep Guardiola also brought in to create co-branded promotional content.
The Tel Aviv-based Israeli web development platform has been the Official Website Design & Hosting Partner for three CFG clubs — Manchester City FC, Melbourne City FC and New York City FC — since February 2016.
Apart from branding rights, the deal also sees the two parties work on several co-branded campaigns, with Wix getting access to Man City’s roster of superstar personalities for promotional purposes.
The Hong Kong-based multi-level marketing company has been Man City’s Official Direct Selling Partner since 2014.
The two last renewed their deal in August 2019 in a five-year agreement, which saw QNET continue to provide City-led football clinics to communities around the world and engage with consumers and distributors through various club channels.
Man City signed a multi-year deal with cryptocurrency-based fan engagement platform Socios.com, which is powered by Gzira, Malta-based blockchain fintech provider Chiliz, in March 2021 to launch their own Fan Token.
Via Socios.com, Man City offer their fans a chance to obtain Fan Tokens ($CITY) that allow them to participate in several club-oriented activities. These Fan Tokens are limited in number and can be bought, sold or won in an augmented reality in-game.
Man City signed a multi-year global sponsorship with Unliver-owned anti-perspirant brand Rexona in August 2018. In 2020, the two parties expanded their agreement to also cover the Man City senior women’s team.
As per the deal, Unilever benefits from the partnership by getting to promote Sure (Rexona’s UK trade name) in the British market with City-themed packaging. Its products are also available for sale at the Etihad.
Unilever’s deal with Man City also extends to their American sister club New York City FC, which Unilever leverages to promote Degree (Rexona’s US trade name) in the US market with NYCFC-themed packaging.
The two parties last renewed their partnership in October 2023 as part of a new multi-year agreement. It was also confirmed at the same time that Man City forward Julián Álvarez would continue on as a Unilever brand ambassador, which would see him integrated into brand activations worldwide, particularly the Argentinian market.
The Abu Dhabi-headquartered real estate company was announced as Man City’s Official Real Estate Partner in January 2022.
The deal entails Aldar leveraging the club’s global audience base to promote select projects, with the two parties also collaborating on “development projects within the region in the realms of real estate, retail and football education”. Additionally, the two parties also collaborate over “exclusive events and campaigns”.
The Sydney-headquartered online trading company became Man City’s Official Online Trading Partner in September 2020 on a multi-year deal.
The deal is focused on creating brand awareness for Axi, previously known as “AxiTrader”, via branding across Man City assets, digital co-branded content on the club website, and offerings to fans in the form of exclusive experience opportunities.
Chinese liquor manufacturer JNC has been Man City’s official baijiu partner since May 2019.
Apart from branding rights, the deal also sees the two collaborating over several consumer and marketing campaigns.
Xylem, a Rye Brook, New York-based American water tech provider, has been Man City’s official water technology partner since July 2018, a deal also extended to the club’s women’s team and sister club New York City FC.
Through the partnership, Xylem aims to raise awareness about the global water challenges and work with the club to improve access to clean water in global communities.
CFG and Xylem renewed their partnership in May 2022, with another club of the former, Mumbai CIty FC of India, added to the agreement.
The Minato, Tokyo-headquartered Japanese conglomerate was announced as the club’s official virtual fan engagement partner in November 2021. Via a proof of concept (PoC), the deal entails collaboration between the two parties to develop cutting-edge digital fan engagement solutions for the club.
As part of the deal, the two are to work on a global online community—a metaverse—project, which would contain a virtual recreation of the club’s Etihad Stadium where the fans could interact with the club and with each other. This project was officially unveiled in January 2023.
Gatorade has been Man City’s Official Sports Nutrition Partner since November 2017, a deal the two extended in March 2019 to include the club’s women’s team as well.
As per the deal, Gatorade gets in-ground branding at the Etihad as well as bespoke dugout branding for the women’s team’s Women’s Super League matches at the Joie Stadium (part of the Etihad Campus that serves as home ground to Man City Women). Man City players and staff are also provided Gatorade products and “cutting-edge science” through the Gatorade Sports Science Institute (GSSI).
The Shenzhen-headquartered Chinese sports-oriented LED display solutions provider was announced as City’s Official LED Display Partner in January 2021.
Apart from branding rights, the deal sees Unilumin’s range of LEDs installed along the pitchside at the Etihad.
The partnership between the two parties was last renewed in September 2022.
Baby products manufacturer Joie was announced as the Official Family Partner of the Man City senior women’s team in March 2023.
The deal sees Joie serve as the back-of-matchday-shorts sponsor to Man City Women. Fan engagement activities and bespoke content production featuring team players are also part of the agreement.
In September 2023, Joie was granted naming rights to the home ground of Man City Women, the Academy Stadium. Since then, the ground is known as the “Joie Stadium”.
Italian clothing brand Dsquared2 has been a part of Man City’s sponsorship portfolio since October 2016.
As per the deal, Dsquared2 is tasked with dressing the Man City players and staff for their Champions League outings, as well as producing club-themed merchandise.
The Schaffhausen-based Swiss cloud software company has been the Official Data Backup and Storage Partner of City since November 2018.
As per the deal, Acronis assists Man City in managing and safeguarding their data, as well as providing metrics ranging from player performances to business operations.
The two parties last renewed their partnership in August 2022.
Co-headquartered across Seattle, Washington, and Provo, Utah, in the US, experience management (XM) company Qualtrics was announced as the club’s Official Experience Management Software Partner in October 2021.
Apart from branding rights, the deal sees Man City employ Qualtrics’ XM software to listen to fan feedback so as to be able to enhance the experience for their fanbase both locally and globally. The deal also entails co-branded activations “across wider areas” of the club.
The two parties announced an official extension of their partnership in February 2024.
The microtransactions-based streaming social media platform based out of Edinburgh, Scotland, was announced as Man City’s official pay-per-view streaming platform in July 2022. Presented as a complementor to CIty+, Man City’s on-demand in-house subscription-based streaming service, Recast joined the club’s partnership portfolio to help them boost their digital footprint.
As per the agreement between the two parties, Man City maintain their own channel on the Recast platform, via which they offer match highlights and on-demand content to the Recast users on a non-subscription basis. The on-demand content ranges from behind-the-scenes featurettes to documentaries and covers the men’s and women’s teams of the club (both senior and across all youth levels) as well as their esports division.
Apart from branding rights, the deal entails WeWork providing Man City employees in the UK and Singapore with “inspiring and collaborative workspace, whenever they need it”, with employees around the world also provided “additional flexible space at WeWork locations across the world”.
As for NYCFC, their employees are provided WeWork All Access passes as part of the deal, allowing them to work from any WeWork location across the world.
The London-based British womenswear brand was announced as the Official Formalwear Partner of Man City Women in November 2022.
Apart from branding rights, the deal entails The Fold providing bespoke clothing to the Man City Women players.
The Chicago, Illinois-headquartered food products manufacturer was announced as the Official Breakfast Cereals partner of the Man City men’s and women’s first teams in December 2023.
The deal entails matchday activations for Kellogg’s at the two teams’ respective home grounds as well as branding rights across their digital and physical assets.
The Shanghai-headquartered Chinese solar module manufacturer was announced as Man City’s Official Solar Energy Partner in June 2024.
Apart from branding rights, the multi-year deal entails the two parties working together to engage City fans globally and promote the use of renewable energy via JinkoSolar’s products, with JinkoSolar also “support[ing] the club’s plans to make its training facility, the City Football Academy, one of the largest producers of renewable energy in world football.”
A global digital collectible marketplace, Quidd announced a multi-year deal with City in April 2024.
Quidd kicked off the partnership by “releasing a range of special edition digital collectibles which will allow Cityzens the ability to collect and benefit from Manchester City themed digital products.”
Apart from branding rights, the partnership also entails Quidd offering the City fanbase exclusive real-life rewards, which include “official Manchester City merchandise, hospitality tickets and money-can’t-buy experiences, including an exclusive opportunity to watch a first team training session at the City Football Academy.”
Headquartered in Stockholm, Sweden, and owned by MGM Resorts International, LeoVegas is an online casino and sports betting services provider that signed on as Man City’s Official Betting Partner in Europe and Canada in September 2022.
The partnership, covering both the men’s and women’s teams of the club, entails co-branded content creation featuring Man City players. As part of the branding rights, LeoVegas features across the two Man City stadia, the Etihad Stadium and the Joie Stadium, while also serving as the sleeve sponsor for the first-team training shirt of Man City’s senior men’s team.
The Curaçao-based online gambling company was announced as Man City’s Official Betting Partner in Asia in July 2022.
Apart from branding rights, the deal entails co-branded content creation, most prominently Man City players featuring in 8Xbet’s promotional content.
In November 2022, controversy emerged around the partnership after reports from Josimar and Daily Mail flagged up anomalies regarding the legitimacy of personnel associated with 8Xbet. The reports claimed that the LinkedIn profile of the company’s co-founder was found to have been using a stock image for the account’s profile photo. Another 8Xbet representative that featured alongside former footballer Teddy Sheringham in a promotional video announcing the Englishman as a brand ambassador of the company was later revealed as a UK-based model.
Neither Man City nor 8Xbet provided any official statements in response to the anomalies flagged up by the aforementioned reports, although, at the time of writing, 8Xbet remains listed on the official Man City website as one of their Regional Partners.
Apart from branding rights, the deal entails creation of co-branded content for the Latin American markets.
The pan-African betting company was announced as the club’s Official Betting Partner in Africa in March 2023.
The partnership entails production of co-branded content as well as “unique experiences for customers in the region”.
The Tokyo-based management consulting firm was announced as Man City’s Official Management Consulting Services Partner in Japan in August 2021.
The deal entails the two parties working together to increase Man City’s customer base across Japan and the southeast Pacific market.
UAE-based First Abu Dhabi Bank (FAB) is the club’s Official Affinity Credit Card Bank Partner. As part of the deal, the bank has also launched first-ever Manchester City Credit Card in the UAE, which offers its customers several club-specific benefits.
Abu Dhabi-based hospital Healthpoint has been the club’s regional healthcare partner since November 2014.
As per the deal, the Man City medical staff hosts seminars on best training practices in sports medicine and offer internship opportunities to Healthpoint sports medicine professionals.
The two parties last signed an extension in August 2021.
The Hong Kong-based blockchain gaming brand signed a deal with CFG in December 2020 that made the company the Official NFT & Fan Tokens Partner of the Man City men’s and women’s teams as well as their Australian sister club, Melbourne City FC.
The deal sees Animoca publish a series of digital assets, collectibles, mini-games and unique gaming experiences based on the two CFG clubs.
Based in Dubai, Noon.com is a digital marketplace dedicated to local businesses in the Middle East. It was announced as Man City’s Official Online Marketplace Partner in the Middle East in April 2021.
Apart from branding rights, the partnership is aimed at increasing Man City’s fan engagement in the Middle East.
Ahead of the 2022 Major League Soccer season, Chicago-headquartered American men’s hygiene brand Dude Wipes was announced as a Regional Partner of Man City and the official matchday-shirt sleeve sponsor of their sister club, New York City FC.
Apart from its logo featuring on the NYCFC matchday shirts, Dude Wipes also runs promotions across the US to engage with the American MCFC fanbase.
FOOTBALL·FOOTBALL SPONSORSHIPS
November 4, 2023
This article contains information regarding the organisations enjoying a strong branding presence across the Premier League’s physical and digital assets as its sponsors for the 2023–24 season.
Also Read
Premier League Sponsors 2022-23
Premier League Sponsors 2021-22
Premier League Sponsors 2020-21
MAIN NAME: THE ENGLISH PREMIER LEAGUE (EPL)
FOUNDED: 1992
EA Sports has held a license for the English topflight for its annually-released football simulation video games for many years in at least some capacity.
In 2014, ahead of the release of FIFA 15, EA Sports strengthened its ties with the Premier League with a first-of-its-kind partnership that granted the video game company access to integrate Premier League licensing within FIFA to an unprecedented level — with fully scanned stadia of all 20 Premier League teams of that time as well as head-scans for all major players from each club. The partnership has gone from strength to strength ever since.
EA Sports was announced as the Premier League’s Lead Partner in August 2016, ahead of the 2016-17 season, in a deal reportedly worth US$28.3 million per year. Apart from increased branding exposure, the expanded deal saw EA Sports become the sponsor of the league’s Player of the Month and Season awards as well as the Fantasy Premier League.
With its 2023 release, EA Sports’ football simulation video game series is set for a rebrand, with world football-governing body FIFA having walked away. Now known as EA Sports FC, the video game series—despite the rebrand—is set to continue its association with the Premier League, with the latest deal between the Premier League and EA Sports having been announced in July 2023 — a multi-year agreement.
The British financial services company has enjoyed a long and fruitful partnership with the Premier League. Aside from having served as the league’s title sponsor between 2001 and 2016, Barclays continues to serve the Premier League as its Official Bank.
The two parties renewed their partnership in March 2019 to run until the end of the 2021-22 season in a deal worth £31.5 million. Later, in December 2021, the two again renewed their partnership, with the new agreement set to run until the end of the 2024–25 season.
Barclays also serves as the title sponsor to the topflight of professional women’s football in England — the FA Women’s Super League.
The AB InBev beer brand has served as the Official Beer to the Premier League since July 2019 in a deal that covers over 20 countries across five continents.
The partnership sees the two parties work on several fan engagement activities, with Budweiser also holding image rights for the Premier League players to feature in its promotional content.
The Pangbourne-headquartered British oil company was announced as the Premier League’s Official Engine Oil Partner in November 2021. The deal, reported by SportBusiness to be worth between £10 million and £12 million per year, kicked off in January 2022.
Apart from bringing rights, the deal entails Castrol engaging with Premier League fans not only in the UK but across the world, including China, the ASEAN (Association of Southeast Asian Nations) countries, the Middle East and Europe. The deal also entails showcasing of Castrol products and service during Premier League events, with Castrol also sponsoring the Premier League Golden Awards programme.
Hublot replaced fellow Swiss luxury watchmaker Tag Heuer as the Official Timekeeper of the Premier League ahead of the 2020–21 season in September 2020.
The deal sees Hublot provide watches to the officials during Premier League matches as well as receive pitchside and broadcast advertising.
In February 2021, Hublot released a limited-edition, Premier League-themed Big Bang e connected watch.
Nike has served as the official match ball supplier to the Premier League since 2000. It also provides equipment for the league’s youth development programmes and supports the Primary Stars Kit and Equipment Scheme — a Premier League initiative to encourage school kids to play football by providing kits and equipment.
The two parties last extended their partnership in November 2018 to run until 2025. In July 2023, it was confirmed that, with the start of the 2025–26 season, Puma would be the official match ball supplier of the Premier League.
The Austin, Texas-headquartered American tech giant was announced as the Premier League’s Official Cloud Partner in May 2021.
As per the deal, Oracle implements its cloud infrastructure and machine learning models to deliver advanced data-driven football analytics. Most of these analytics feature as infographics in the league’s live broadcasts in real time, both on-screen and across its social media channels. Some of these new offerings include average formation, live win probability and momentum tracker.
The California-based global sportswear branding and labelling manufacturer has served as the Premier League’s official supplier to all teams for names, numbers and sleeve badges since June 2019.
Avery Dennison’s products are made in a low-carbon, landfill-free facility in Norway, where the plastics used in the process are re-used within the supply chain to ensure minimum waste generation in an environmentally-friendly process. Avery’s products also come with smart digital technology that offer bespoke fan experiences to customers.
Modena-based Italian publishing company Panini is the official sticker and trading card licensee of the Premier League.
The Panini Group and football go back a long way. For many decades, Panini has created trading cards and stickers based on football players, making “Panini” a very common word among many football-mad households.
Panini’s partnership with the Premier League gives the company image rights to the league’s players to feature in its trading cards collection.
The two parties last announced a renewal of their partnership in November 2021.
Sorare is a blockchain-based digital collectibles and fantasy football platform developed by Saint-Mandé, Paris-headquartered French company SORARE SAS.
The Premier League announced a four-year deal with Sorare in January 2023, which grants the latter license for clubs and players from the league to feature in the free-to-play fantasy game.
Unlike in India, where Star Sports holds rights to broadcast each and every Premier League match via the league’s in-house Worldwide feed (Premier League Productions), broadcasting in the UK works differently.
Ideally, the UK observes a “3pm blackout” where no major football is broadcast live between 2:45 pm and 5:15 pm to encourage people to go to the stadiums. This was temporarily lifted in light of the COVID-19 pandemic, but since the 2021–22 season the 3pm blackout has been in effect once again.
Instead, Premier League fixtures are spread across major British broadcasters throughout the season. Apart from that, companion shows such as BBC’s Match of the Day are also a staple of football consumption among the British people.
These are the major broadcasters that hold rights to show Premier League football within the UK:
Sky Sports, a London-headquartered, March 1990-founded group of subscription-based sports channels, is the official sports division of satellite pay-TV company Sky, which is owned by Philadelphia-based American telecommunications conglomerate Comcast.
Previously known as “BT Sport”, TNT Sports is a London-based, August 2013-founded pay-TV sports channel and is owned jointly by BT Group and Warner Bros Discovery Sports Europe.
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Launched in September 2006, Prime Video is Amazon’s OTT streaming offering, with the service based out of Seattle.
Founded in February 1988, BBC Sport is the sports division of the British Broadcasting Corporation. It is headquartered in Salford, Greater Manchester.
In May 2021, the Premier League announced that it had “rolled over” its existing £5bn agreement with the aforementioned companies for its live and non-live broadcast partnership to cover the next broadcast cycle that covers the seasons 2022–23 to 2024–25.
Also Read – Brands That Have Partnered with the Premier League for 2018-2019
Radio-based consumption of football matches is also widespread in the UK. Here are the major radio stations that offer live commentary on Premier League matches:
Radio 5 Live is the BBC’s national radio service dedicated to sports. Operating since March 1994, the station is based in MediaCityUK in Salford and is part of the BBC North division.
Owned by News UK, talkSPORT is a 1995-founded sports radio station headquartered in London.
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