June 20 – Manchester City has renewed its regional partnership with Chinese firm PAK Lighting who are the club’s Official Lighting Partner in the country.
The initial deal with PAK Lighting was for two years with this renewal also understood to be for a similar term. No value for the deal was given.
PAK Lighting have undertaken a number fan engagement events in China and at the Etihad Stadium in Manchester. These include match screening events in China, engaging with supporters’ clubs and Cityzens members throughout the country.
During City’s pre-season tour of China in July 2016, PAK Lighting used City players for a TV commercial that has been a focus of its marketing campaign since. PAK Lighting’s Manchester City co-branded materials can also be seen across China’s busiest airports and major cities.
PAK Lighting has ambition to grow internationally and has been using its Man City sponsorship to build its profile. Zhang Yutao, Chief Executive Officer at PAK Lighting, commented: “PAK Lighting relies on Manchester City’s unprecedent influence to further grow the brand’s reputation and credibility overseas and develop the distribution channels, which supported the brand’s successful IPO in 2017, and will help PAK’s growth into a global lighting brand.
“In the meantime, Manchester City will also expand the reach in China with PAK Lighting’s influence in the local market.”
The deal with PAK Lighting for Man City has been an important collaboration for the club in terms of moulding its own local growth strategy. Damian Willoughby, senior vice president of partnerships at City Football Group, emphased PAK Lighting’s input to “help guide our expansion in China.”
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