Kieran Maguire: Man City emulating ‘noisy neighbours’ as new deal struck
Man City are taking a leaf out of Man United’s book by dividing their stable of sponsors on a region-by-region basis.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about City’s new deal with Spanish bookmaker Sportium.
As relayed by Sport Business on Wednesday (5 October), the deal will see Sportium become City’s official betting partner for Latin America.
Both parties will create co-branded content together under the terms of the deal, which also entitles Sportium to advertise at the Etihad and across City’s digital channels.
City have a number of regional betting partners, such as 8XBet in south-east Asia, whose new deal with City has been heavily criticised over a lack of transparency regarding the company’s background.
LeoVegas meanwhile is City’s betting partner in Europe and Canada.
The club are emulating their “noisy neighbours” and squeezing as much cash as possible from the betting industry, claims Maguire.
“Man City are taking a leaf out of their noisy neighbours’ book here in terms of dividing deals by region,” he told Football Insider’s Adam Williams.
“What tends to happen under these circumstances is the sum of the parts can exceed a single global deal in terms of value.
“Also, you can offer a more tailored product to specific markets like Latin America.
“City are also aware that because their owners are based in the Middle East, having a global deal might not necessarily be in the club’s best interests if they are trying to align themselves with local sentiment in the UAE.”
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