Dr Dan: Man City close to agreeing £68m-a-year deal after what 'I've heard'
Man City are close to reaching an agreement over extending their £67.5million-a-year partnership with Eithad beyond this season.
So says finance expert and new Football Insider columnist, Doctor Dan Plumley, speaking exclusively about City’s relationship with Etihad.
The United Arab Emirates airline has had taken drastic cost-cutting measures over the course of the pandemic, including mass redundancies.
As quoted by aviation journalist Alex Macheras on 11 November, Eithad CEO Tony Douglas said Etihad was in a “fight for survival”.
But their high-cost sponsorship arrangement with City continued into this season despite an initial 10-year deal coming to an end in 2020-21.
The Daily Mail reported in August 2020 that Eithad pay City for the front-of-shirt sponsorship rights and naming rights at their home stadium.
Subscribe to Football Insider TV now
Plumley predicts that this deal does not look like it will draw to a close any time soon.
The Sheffield Hallam University expert told Football Insider correspondent Adam Williams: “They continued the deal beyond the initial 10-year deal, which would have finished in 2020-21.
“All the noises that I’ve heard, although I must emphasise that there are no specific details to go off, suggest they are going to prolong that relationship.
“Given the ownership and the relationship they have had with Etihad over the years, it would be a significant shift to cut ties.
“Everything suggests that the deal will continue, we just don’t know what the direct finances are behind that.
“I think the deal will be further cemented by City winning their FFP case against Uefa, albeit with a small slap on the wrist.”