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MANCHESTER CITY SPONSORS, 2020-2021

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9 mins read

After losing their Premier League crown to Liverpool last season, the Citizens will have a point to make to their fellow title contenders. We look at their sponsors ahead of the 2020-21 season.

GLOBAL PARTNERS

ETIHAD AIRWAYS – Man City’s decade-long deal with Etihad Airways runs into its final year ahead of the 2020-21 season. Reportedly worth in excess of $500m, this deal has brought about a new outlook to the way sponsorship deals are made and scrutinised.
Back in 2011, Etihad became the principal sponsor of Man City, 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 Etihad deal has undoubtedly been fundamental in the turn of fortunes City have had over the last decade. When the deal came into being, City were just being touted as the next big prospect. Ten years later, they have four Premier League titles, five League Cups, and two FA Cups, looking forever upwards. The City footballing campus has also been revamped – from the area surrounding the stadium to the new training complex.
The finances of the deal have always been under major scrutiny. Most recently, City owners faced the infamous legal battle against UEA who accused them of illegally putting money into the club’s coffers, with their fingers pointed to the Etihad sponsorship. While City manage to swat away the allegation, it doesn’t change the fact that the Etihad deal remains shrouded in controversy.

PUMA – Man City ended a six-year association with Nike last year and signed German sportswear giant Puma as their official kit supplier. The deal is worth reported $85m over 10 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).

ETISALAT – Etisalat has been City’s Telecommunications Partner since 2009 for the countries Etisalat operates in. Back in 2009, Etisalat was City’s third global sponsorship appointment after Etihad and Umbro, aimed by the City owners to expand their reach worldwide. Regardless to say, both parties have enjoyed a successful run. Earlier this year, Etisalat also became the official sleeve sponsor for the club’s Esports team.

NISSAN – Japanese multinational automobile manufacturer Nissan has been City’s Official Automotive Sponsor since 2014. The deal has granted Nissan in-ground branding at the Eithad and exclusive fan engagement opportunities.  The two parties extended their deal last year to also include City Football Group’s (CFG) other clubs in US (New York City FC) and Australia (Melbourne City FC).

VISIT ABU DHABI – Man City struck a sponsorship deal with the Abu Dhabi Tourism Authority back in 2010 as their official destination partner. The deal was put in place by the club’s Emirati owners with an aim to market UAE as a prime tourism and business destination.

NEXEN TIRE – Partners since 2015, Nexen and Man City made history three years ago when the Korean tyre manufacturer became the first ever sleeve sponsor for any Premier League club. The two have also engaged in digital content collaborations and 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.

MARATHON BET – Marathonbet initially signed on as City’s official global betting partner in 2018. The deal was later expanded into the betting company becoming the club’s first training kit partner, rendering their logo emblazoned across the training kits of Man City’s men’s, women’s and respective youth squads.

SAP – German multinational software corporation SAP is the official cloud software provider and technology advisor of Man City and its sister clubs New York City FC, Melbourne City and Yokohama F. Marinos. The deal sees SAP providing cloud-based software solutions, stats analytics and fan engagement improvement to CFG’s club. In turn, they gain exposure through CFG’s social media channels and access to its clubs’ roster for promotional adverts.

UNILEVER – Man City signed a multi-year global sponsorship with Unliver-owned anti-perspirant brand Rexona in 2018. As per the deal, Unilever benefits from the partnership by getting to promote Sure (Rexona’s UK trade name) in the British market with club-themed packaging. Its products are also available for sale at the Etihad. Unilever’s deal with Man City extends to its 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.

CISCO – Manchester City and Cisco has been partners since 2013. Their deal was revamped last year when CFG expanded Cisco’s association with City’s other sister clubs – New York City, Melbourne City, Yokohama F Marinos and Sichuan Jiuniu as their official technology partner. As per the deal, Cisco strives to enhance connectivity between the club, players and fans by the virtue of technology, and use sport for global positive reinforcement through CFG’s global youth empowerment initiative, Cityzens Giving.

WIX – Israeli web development platform Wix has been the official website design and hosting partner for three of CFG’s clubs – Manchester City, Melbourne City and New York City FC. The deal allows Wix branding rights inside the clubs’ stadia and promotion through the clubs’ social media channels.

EA SPORTS – EA Sports is the Official Gaming Partner for all CFG’s clubs that feature in its annual release of football simulation game FIFA. The deal sees EA Sports produce exclusive content for the clubs’ social media channels as well as exclusive club-themed FIFA packages.

MIDEA – Chinese home appliance giant signed a global partnership with Man City earlier this year. The deal grants them in-ground branding at the Etihad and also develop digital campaigns with the club across their social media channels.

HAYS – English recruitment company Hays are the official recruitment partner of Man City since 2013, a deal that they renewed last year which also made Hays the official sponsor for the team’s overseas tours. As per the deal, Hays work with the club to produce digital content for the club’s audiences globally.

XYLEM – Xylem is Man City’s official water technology partner since 2018, a deal extended to the club’s women 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 improve access to clean water in global communities.

GATORADE – Gatorade is Man City’s Official Sports Nutrition Partner since 2017, a deal they extended in 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 WSL matches at the Academy Stadium.

QNET – Qnet has been Man City’s direct selling partner since 2014. The two recently renewed their deal which sees them continue to provide City-led soccer clinics to communities around the world and engage with consumers and distributors through various club channels.

TECNO – Chinese mobile company Tecno has been CFG’s global tablet and handset partner since 2016, a deal they renewed in 2019.  As per the deal, the two parties collaborate on producing fan-led content as well as matchday ticket opportunities.

UBTECH – Chinese robot manufacturer UBtech has been CFG’s official robot partner since 2016, a deal that was renewed two years later. As per the deal the two parties engage in enhancing the club’s fan experience and work on entertainment initiatives.

JNC – Chinese liquor manufacturer JNC has been City’s official baijiu partner since 2019. The deal grants JNC branding rights at the Etihad and other club-focused events.

WEGA – Payment solutions company Wega is City’s official acoustic contactless secured card payment partner since 2015. As per the deal, the two parties work on providing club-themed fan opportunities to Wega’s prepaid card users.

DSQUARED2 – Italian clothing brand Dsquared2 have been a part of City’s sponsorship portfolio since 2016. As per the deal, Dsquared2 is tasked with dressing City players and staff for their Champions League outings, as well as produce club-themed merchandise.

SEATGEEK – SeatGeek has been City’s official primary ticketing partner since 2018. The deal is aimed to improve the fan experience by streamlining the system of booking tickets online and making stadium entry more feasible.

ACRONIS – Cloud software company Acronis have been a global partner of City since 2018. As per the deal, Acronis assists City in managing and safeguarding their data, as well as providing metrics ranging from player performances to business operations.

VEJO – Health and wellness brand Vejo has been City’s official smart blending device partner since 2019. Apart from making club-themed Vejo blenders and kits, the deal allows the brand’s doctors, dieticians and researchers to work with City’s nutritionists to help develop personalised diet plans and specialised pod-based blended food for the players.

REGIONAL PARTNERS

CITIBANK – New York-based financial company Citi is the official banking partner of Man City since 2015. Apart from the usual marketing rights, Citi also provides support for City Football Schools, the club’s football participation programme for kids.

NESTLÉ –  Last year, Man City and Nestlé signed a multi-year deal which saw the Swiss multinational food and drink processing conglomerate become the official vegan and vegetarian partner of the club – a first for an English top-flight club. The deal sees Nestlé provide matchday opportunity for its customers and City fans, and also sees its plant-based products sold at the Etihad and club’s academy stadia.

KHMER BEVERAGES – Combodian brewery Khmer Beverages are the club’s official beer partner in south-east Asia since 2017. The brewery also serves as City’s official water, soft drinks and energy drink partner in Cambodia.

KAIWEN – Beijing based Kaiwen Academy launched Kaiwen Manchester City Football School in partnership with Manchester City in 2018. As part of the deal, City Football Schools takes charge of providing bespoke football training to Kaiwen’s aspiring footballers which is delivered alongside the traditional curriculum. Select students from the Kaiwen Academy also gets the opportunity to travel to UK every year and train at the City Football Academy.

MELCO – Casino resort operator Melco Resorts & Entertainment is an official partner of Man City and their Japanese sister club Yokohama F Marinos since 2019. The deal also makes Melco the community presenting partner of the Marinos who feature the Melco logo on their kit. The deal is part of the CFG initiative to increase their exposure in the Japanese market and footballing fanbase.

SHB – Man City signed a sponsorship deal with Saigon Hanoi Commercial Joint Stock Bank (SHB). The deal saw SHB become City’s official affinity card partner in Vietnam, Laos and Cambodia. The deal sees City branding in multiple SHB branches as we all meet-and-greet opportunities for SHB customers and City fans.

HEINEKEN – Dutch brewery Heineken renewed their 20-year-od partnership with Man City in 2016 that sees them continue to serve as the official UK beer partner of the club. The deal gives Heineken pouring rights at the Etihad and at other venues for City’s matches.

POWER HORSE – City signed Austrian energy drink brand Power Horse as their official energy drink partner in 2016, covering the territories in Africa and the Middle East, including Turkey. The deal sees Power Horse promote the City brand with exclusive City-themed drinks.

STAR BEER – Nigerian beer brand Star Beer has been City’s official beer partner in Nigeria since 2016. The deal sees Star promote the City brand across the country and offer City fans in Nigeria exclusive prizes such as matchday experiences.

HEALTHPOINT – Abu-Dhabi based hospital Healthpoint serves as the club’s regional healthcare partner since 2014. As per the deal, the City medical staff hosts seminars on best training practices in sports medicine and offer internship opportunities to Healthpoint sports medicine professionals.

PZ CUSSONS – PZ Cussons have been City’s official personal care partner in Nigeria since 2015. As part of the deal, City aims to embed its brand within the Nigeria fanbase, with PZ Cussons providing on-pack promotion and club-themed personal care products.

FIRST ABU DHABI BANK – UAE-based First Abu Dhabi Bank (FAB) is the club’s official affinity credit card bank partner. As part of the deal, the bank also launched first-ever Manchester City Credit Card in the UAE.

INTEL – City signed a multi-year deal with Intel Sports in 2019. As part of the deal, City employs Intel’s True View technology to offer an immersive highlights package to their fans, offering multi-angle camera replays, player-eye views, and a personalised way to explore the game, with the help of the Intel cameras installed at the Etihad mapping every move in 3D.

CADBURY – Man City recently signed a multi-year deal with Mondelēz, that saw its confectionary brand, Cadbury, become the club’s official snacking partner in the UK, Republic of Ireland, China, United States, India, Australia, New Zealand, Malaysia, Brazil and UAE. The initial focus of the collaboration is on celebrating the people and organisations who have immensely contributed during the COVID-19 pandemic. Apart from this, Cadbury will also be offering exclusive fan opportunities to its customers in the aforementioned regions.

LAYBUY – Man City recently signed New Zealand-based payment platform Laybuy as their ‘Official Buy Now, Pay Later Partner’ for the UK, Australia and New Zealand markets. The deal will focus on the Laybuy service model becoming a payment option in City’s retail offerings, which would enable consumers to spread transaction costs into six, interest-free weekly repayments. The deal will also offer Laybuy’s customers exclusive opportunities to meet City legends.

CAPSTONE – Chinese mobile game developer Capstone Games recently became City’s official casual mobile game partner in Asia Pacific, North America and the UK.

As part of the deal, the Beijing-based company will release a football manager-style mobile game later this year, with licensed City players, kits and stadium.

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