Man City: A Record-Breaking Season
There may have been an international break this weekend, but Premier League (EPL) club Manchester City seem to be more active than ever.
Unbeaten in the EPL so far this season, City are demonstrating an incredible use of marketing to boost brand awareness, as well as signing new partners and reaching a record turnover of £473million, a 21% increase on last year’s figure.
Keen to bring their success to new levels while increasing fan engagement, Man City yesterday announced that they have signed a deal with Amazon Prime worth more than £10million.This deal with the live streaming platform will see a behind-the-scenes documentary filmed with the club, due for release in Autumn 2018. City’s Chief Executive Ferran Soriano spoke of the club’s innovative use of assets, explaining: “Amazon Prime Video is the perfect home for a ground-breaking project. It will offer a unique and authentic inside view into Manchester City’s season.”
Utilising Facebook’s new option to run interactive GIF polls, the current EPL leaders posted short clips of Gabriel Jesus and Fabian Delph boxing, asking followers who was the best. Generating huge levels of interaction, City hit the headlines as marketers praised their innovation.
Similarly, the launch of Twitter’s new 280-character limit saw a Man City tweet go viral, as their social media team took advantage of the increased character count to post the famous clip of Aguero’s goal against QPR to win the league, captioned “AGUERO”… followed by 274 O’s.
Beverage companies have seen the benefits of association with the first-class team, with two new partnerships being signed recently.
First, Khmer Beverages’ Cambodia Beer signed as Manchester City’s new Official Beer Partner in South East Asia. This multi-year deal sees Khmer Beverages become Official Water Partner, Official Soft Drinks Partner and Official Energy Drink Partner in Cambodia, looking to greatly increase sales of their products.
Aiming to continue as a market leader in the country, President of the company, Leang Pov, spoke of his excitement at the new sports marketing opportunity. He said: “Khmer Beverages has been a strong supporter of the football sector since our establishment. This time we raise the bar higher by bringing Manchester City’s experience and connections to Cambodia.”
The first major sports partnership of its kind in Cambodia, City Football Group’s Senior Vice President of Partnerships, Damian Willoughby, said: “Khmer Beverages shares Manchester City’s commitment to empowering the lives of others and driving social change within the communities that we operate.”
Another deal set to increase brand awareness globally using the reach of the EPL is the club’s new collaboration with Gatorade, making them Manchester City’s Official Sports Nutrition Partner.
Receiving perimeter advertising within the EPL, the partnership kicked off as City beat Arsenal 3-1 at home. Dedicated to their focus on optimising health and performance through sports nutrition, Gatorade’s Head of Global Marketing, said: “Gatorade is excited to partner with Manchester City and we look forward to a strong partnership, providing a variety of sports fuelling solutions.”
Manchester City look set to continue reaping the benefits of a successful season to date, facing Leicester City on Saturday, November 18, when viewers will tune in to watch the Blues defend their current eight point lead.