Kieran Maguire: ‘All eyes are on’ Man City as three new deals announced
Man City can ensure maximum exposure for their commercial partners by spreading sponsorship deals across the City Football Group portfolio.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about City Football Group’s commercial strategy.
Water technology firm Xylem announced on Tuesday (31 May) that they had extended their partnership with the reigning Premier League champions.
City Football Group subsidiaries Mumbai City and New York City have also been brought on board as sponsors under the terms of the new deal.
The Abu Dhabi-backed collective has 11 clubs across five continents at its disposal, with Man City the jewel in the crown.
Maguire explained the merits of City Football Group’s umbrella approach when it comes to sponsorship.
“The advantage here is that you get local focus,” he told Football Insider’s Adam Williams.
“There is more interest in the US on New York City than there is in Man City. You ensure that all eyes are on you on a geographic basis when you divide sponsorship up in this way.
“The seasons also align so that they get coverage when the European season ends. That keeps interest going in the brand all year round so you have a more effective 12-month commercial strategy.“
City posted commercial revenues of £217m for the 2020-21 financial year.
City Football Group’s overall revenue meanwhile totalled £544m.
In other news, pundit shares “massive” verdict on Man City star Raheem Sterling joining Real Madrid after update.