BrandArena: Manchester City Extends Asia Afinity With PAK Lighting Deal

Friday 6 May 2016

Manchester City Extends Asia Afinity With PAK Lighting Deal

English Premier League side Manchester City FC have announced a partnership with PAK Lighting, in a move to strengthen the team’s footprint in Asia.

The firm, which provides indoor and outdoor lighting to sports events, will become the club’s official lighting partner in China. Manchester City will benefit from increased presence in the Chinese market, while PAK will use Manchester City branding to help market its products.

PAK have a considerable sporting portfolio, having provided the lighting for the 2008 Beijing Olympic Games, boasting Olympic diving champion Xiongni as a brand ambassador, and sponsoring the Beikong Fly Dragons basketball team.

“As a globally recognised, and widely respected, football brand, Manchester City have a great presence across the entire world,” said PAK Lighting vice president Songhui Chen.

“PAK’s global marketing strategy, which we want to expand, requires and influential and respected partner, and Manchester City are without doubt the ideal football club for us to work with to achieve this goal.”

The deal comes just weeks after Manchester City signed a partnership with Soccer World China, an event organiser, to help educate coaches and promote soccer in the region.

Damian Willoughby, director of partnerships for City Football Marketing, added: “We are delighted to be working with PAK Lighting. They are committed to high quality activations and are a fantastic addition to our growing number of Chinese partners.”

Sun Jihai, who was present at the signing of the partnership, remains Manchester City’s only ever Chinese player, and has re-joined the club as an ambassador.

The deal comes just days after the two-time Premier League winners Manchester City narrowly missed out on making the Uefa Champions League final this year for the first time ever, beaten 1-0 on aggregate by Real Madrid in the semi-final.

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