May 30 – Manchester City have announced a global partnership with Chinese liquor brand JNC which becomes the Club’s Official Baijiu Partner.
The multi-year deal comes in advance of Man City’s pre-season appearance in the Premier League Asia Trophy in Shanghai and Nanjing. JNC will promote using its Man City partnership via consumer marketing and matchday branding, as well as drinks industry trade events.
Man City, whose parent company City Football Group has Chinese shareholders in CMC, has been building its presence in China via a variety of coaching and marketing partnerships. In February CFG bought the Sichuan Jiuniu club who play in China League 2, alongside CMC and through China Sports Capital Football Group.
Damian Willoughby, Senior Vice President of Partnership at City Football Group, said: “
As our presence continues to thrive in China, fruitful collaborations like this one with JNC will offer millions of our Chinese fans the chance to experience the club in new and innovative ways.”
JNC has a 1,500 year history dating back to the reign of Emperor Dezong during the Later Tang Dynasty as an imperial liquor – Baijiu remains a popular traditional Chinese liquor.
Xia Bo, JNC Brand Director, said: “JNC’s global strategic partnership with Manchester City will further strengthen the connections between the club and fans, which allows the Chinese football fans to experience the club’s passion and beautiful football, while the overseas fans will get to know JNC and Chinese baijiu culture through Manchester City.”
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