An original model in world sports, City Football Group’s global yet locally authentic approach provides its partners with an unrivalled marketing platform to enable deeper, more personal engagement with fans and new and non-traditional audiences.
With a brand-focused approach to partnerships, proven track record of innovation and spirit of collaboration, a growing group of blue chip companies have developed dynamic partnerships with City Football Group.
Etihad Airways
Manchester City Football Club’s main Club partner since May 2009, Etihad Airways recognised the benefit and relevance of partnering with new City Football Group clubs as the Group has expanded, to allow the world’s leading airline to connect key strategic markets in Manchester, Melbourne and New York and engage new audiences.
Etihad has worked with City Football Group to develop a number of innovative programmes to engage and incentivise specific audiences including:
- Global fan competitions to give Etihad guests a chance to win an exclusive Manchester City experience
- Rewards for City fans to follow their team abroad and experience some of Etihad's most exciting holiday destinations
- Club-themed trade programmes to develop business connections and reward their most active agents
- Community project support to tackle social issues in Manchester and across the world
Etihad and City Football Group continue to work together to connect our global fan bases through the World’s leading airline and its impressive Etihad Partner Network and unrivalled guest experience.
We have enjoyed a hugely successful partnership with City Football Group over the past few years. During this time Manchester City and Etihad Airways have in many ways redefined the standards in sports marketing activation. There is no doubt that the global platform the Group provides has supported Etihad Airways’ brand development and enabled us to achieve key strategic objectives.
PUMA
In July 2019, PUMA became the official partner of Manchester City FC, Melbourne City FC, Girona FC, Club Atlético Torque and Sichuan Jiuniu FC, supplying all representative teams including men’s, women’s and youth football.
“PUMA’s partnership with City Football Group is the largest deal that we have ever done - both in scope and ambition,” said Bjørn Gulden, CEO of PUMA. “We are very excited to partner with City Football Group, whose success, ambition and drive for innovation has seen them setting new standards, on and off the field. We look forward to building the most innovative partnership in football by redefining the sports partnership model both on and off the pitch. We want to maximise on-field performance as well as football culture, in areas such as music, gaming and fashion to connect and inspire the fanbase of each team.”
“This announcement marks the start of an exciting new chapter for City Football Group,” said Ferran Soriano, CEO of City Football Group. “Our relationship with PUMA, covering five City Football Group clubs across four continents, will reset the model for sports partnerships on a truly global scale whilst being locally relevant and authentic for fans around the world. PUMA share our vision for challenging expectations, and we are looking forward to what we believe will be a ground-breaking partnership.”
Nissan
Nissan and CFG broke new ground in July 2014 by entering into City Football Group’s first Group-wide partnership. The first of a growing number of blue-chip brands to recognise the value of the Group model, Nissan became the Group’s official automotive partner in a relationship that is ongoing though to 2025.
J-League club, Yokohama F Marinos is central to the relationship between CFG and Nissan, where they are co owners. CFG work closely with the Marinos to enhance the general performance of the club, notably collaborating to help deliver consistent high performance on-the-pitch coupled with a successful commercial operation off-the-pitch. This includes knowledge sharing, exclusive access to CFG resources, and guidance in decision making protocols and governance. The collaboration has seen improved results for the team, including a first J-League championship win in 2019, since 2005.
The partnership includes Manchester City, New York City, Melbourne City, Sichuan Jiuniu FC and FC Girona, across men’s and women’s teams and since 2019 has included Pep Guardiola as a dedicated Nissan ambassador.
Through the shared values around performance, innovation and sustainability, Nissan is activating the partnership to enhance its brand values around driving innovation to enrich people’s lives, promote its core products and push towards electrification and deliver on its Ambition 2030 objectives.
Nissan also provides vehicles to CFG, with over 50 cars and vans of all shapes and sizes being used on a daily basis across the group, with a focus to move to a fully electrified fleet of vehicles as quickly as possible.
CFG is one of our key global partnerships and is a great platform to promote and enhance our brand to global audience. Working with CFG is really exciting. We are very much partners and hugely collaborative as we look to activate our shared values and common purpose to bring excitement fans, customers and communities.
Owen Hughes, Head of Sponsorship, Nissan
Xylem
In 2018, Xylem and Manchester City set out on a shared mission: to raise global awareness of water issues and climate change.
From our first meeting, it was clear that we had a massive opportunity to harness the world’s excitement for football and direct it into solving water. Our purpose as a company is to create both economic and social value. We do that every day by delivering solutions that solve water challenges, and through our Xylem Watermark program that works with a network of global non-profits. Through our partnership, we are creating a powerful platform to connect with millions of fans around the world, spark conversation on water challenges and solutions – and inspire widespread action. We’re energized by the opportunities ahead, and the potential to accelerate our mission to solve water.
The partnership recently renewed through 2026 with a focus on moving from awareness to impact by empowering 100 million people to participate in water-related initiatives in their communities.
Asahi Super Dry
Asahi Super Dry was first created in 1987, redefining the beer category and introducing to the world a new taste in beer.
Today, Asahi Super Dry is Japan’s No.1 beer and we are proud that our innovative brand has become a global icon of progressive Japan.
Asahi Super Dry is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers. Our advanced brewing techniques deliver a dry, crisp taste and quick, clean finish.
We’re constantly innovating at our brewery to improve production technology and quality management. This commitment to progressive brewing will help us share Asahi Super Dry with the whole world.
This is a global partnership like no other – together Asahi Super Dry and City Football Group will place the fans right at the heart of this partnership. We’ve invested significantly into the infrastructure at Etihad Stadium and stadia around the world to elevate the fan experience, immersing them into modern Japan. Delivering a premium football experience is the key to this partnership – we plan to go beyond the expected at every game. Partnering with one of the most progressive football groups worldwide, we are perfectly matched in vision and values, making this an extremely exciting partnership for both brands
Global Brands Director, Asahi Europe & International
We’re delighted to be able to announce today’s partnership with Asahi Super Dry. Continuous innovation and improving fan experience are important values that we hold across our clubs at City Football Group and its fantastic that Asahi Super Dry share these principles and are joining us on our journey. Our organisations naturally align across a number of key markets and Asahi Super Dry’s knowledge and expertise will allow us to further increase our presence in these regions, working with four of our CFG clubs. We look forward to working together in the future as the partnership progresses.
Chief Commercial Officer at City Football Group
‘Kanpai’ is the Japanese toast equivalent to "Cheers!" or more literally "Empty Cup!"