BrandArena: Man City Make History As First EPL Club To Announce Shirt Sleeve Sponsorship Deal

Monday, 20 March 2017

Man City Make History As First EPL Club To Announce Shirt Sleeve Sponsorship Deal

Manchester City have officially become the first Premier League club to announce a shirt sleeve sponsor in a historical move by English top flight teams.

The Citizens unveiled Nexen Tire, a South Koeran tyre manufacturer, as their first ever sponsorship deal to exclusively adorn the sleeves of their shirts ahead of next season.

Nexen has been a partner of the two-time Premier League champions since 2015. The expanded deal will see the manufacturer’s logo placed on the left sleeve of City’s men’s and women’s first-team playing shirts. In addition, Nexen will continue to have a significant presence at all of the club’s Premier League and domestic cup games played at their City of Manchester Stadium

Although the financial terms of the ground-breaking deal have not been released, it is widely reported that a sleeve sponsor could be worth up to UK £10 million (US$12.4 million).

“We are delighted to continue our successful partnership with Nexen Tire,” said Ferran Soriano, Manchester City’s chief executive.“At Manchester City, we are always striving to take an original approach to our commercial partnerships, creating great relationships and great content for our fans.

“We are especially pleased to be the first Premier League club to secure an official sleeve partner. Nexen is an exciting and growing brand and we are extremely happy both to have extended and grown our relationship.”

The partnership, celebrated at a signing ceremony at the City Football Academy in Manchester City was attended by Nexen and City executives, alongside the Club's manager, Pep Guardiola with City stars Gabriel Jesus, İlkay Gündoğan and Jill Scott. The move mirrors the commercial approach long used by other European Leagues such as La Liga where FC Barcelona have Beko branding on their shirt sleeve.

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