September 1 – Manchester City has expanded its regional sponsorship agreeing an ‘Official Beer Partner’ deal with Nigeria’s Star brand, owned by Nigerian Breweries.
The deal will give Star access to club’s imagery and content for promotion in Nigeria’s beer market. The deal will also allow Nigerian fans the chance to experience the Blue Carpet matchday experience at the Etihad Stadium, meet club legends and win Manchester City memorabilia.
The deal was done via City Football Group, Man City’s ownership group that leads commercial sales for the club as well as its other owned clubs.
Nick Pinder, Head of Partnerships Marketing EMEA at City Football Group, said: “We have a rapidly growing fan base in Nigeria and by partnering with Star we have a unique opportunity to connect with our fans in a more meaningful way. Together, we look forward to ensuring our fans in Nigeria are a part of our journey, on and off the pitch, as we provide them with exclusive access, unforgettable memories and once-in-a-lifetime experiences.”
Man City doesn’t have any Nigerian national team players in its first team squad but in Kelechi Iheanacho has a Nigerian-born player who has already made an impact in the Premier League.
Nigerian Breweries’s Tokunbo Adodo said: “The Nigerian fan is loyal first to exciting football and second to a football team. Manchester City’s brand of football is exciting and will continue to be so. That will mean that their support base will continue to grow in the next few years and this partnership will stimulate and propel that growth. They are an exciting, premium football club and we are a premium, exciting brand so the match is obvious.”
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