October 27 – Manchester City have announced Valvoline as a new global partner in a “multi-year” agreement that will see Valvoline designated as the club’s ‘Official Automotive Lubricants Partner’.
As well as not releasing a term for the sponsorship, the club has also not indicated the value of the sponsorship from the US oil manufacturer, though it it is likely to be less than $10 million per year. Deal terms are usually three-years for this kind of sponsorship.
Valvoline becomes the ninth global partner of the club which already has two other automotive sponsors, Nissan and Nexen Tire.
With its ‘Keeping the world moving since 1866’ tag line, the club says the deal with Valvoline have “Keep Moving” as a key theme in this alliance.
Key brand values for Valvoline are innovation and performance. Valvoline CEO Sam Mitchell emphasised a similar identification with Man City saying: “This high-powered partnership is a great fit, connecting two future-oriented global brands, each with a strong heritage and committed to the shared value of winning the right way. I am confident this next phase of our 150-year history will be even more exciting as we seek to accelerate our growth around the world.”
The club will work with a Valvoline a number of “innovative marketing campaigns” that have yet to be announced.
Damian Willoughby, Senior Vice-President of Partnerships for City Football Group, said: “As a globally recognised organisation which operates across a range of markets where our fan base is strong and continuing to grow, we are looking forward to collaborating with them … Innovation and progress are at the heart of both of our organisations and working together will allow us to develop creative campaigns everyone can enjoy.”
Contact the writer of this story at moc.l1714070803labto1714070803ofdlr1714070803owedi1714070803sni@n1714070803osloh1714070803cin.l1714070803uap1714070803