Kieran Maguire: Man City profit to soar after ‘dynamic’ high-tech reveal
Man City can use “dynamic” perimeter advertising to tailor marketing material on a viewer-by-viewer basis – and their commercial profits will soar as a result.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about City’s renewed strategic partnership with LED specialists Unilumin.
The reigning Premier League champions announced on Tuesday (20 September) that they had extended their deal with the China-based company.
Unilumin will continue to use their expertise to advance City’s pitchside advertising capabilities.
The press release that accompanied news of the renewal revealed that the Etihad’s advertising operation is the most commercially valuable in the Premier League.
Maguire explained how City can boost their commercial income by offering different marketing material to different demographics.
“The renewed deal reflects the fact that we are now seeing dynamic advertising in the Premier League,” he told Football Insider’s Adam Williams.
“A viewer in the UAE, for example, will see different hoardings to one in the UK, America and so on. This allows clubs and sponsors to focus on a dedicated basis on which viewers see which adverts.
“It has made perimeter advertising increasingly lucrative.
“Therefore, having a good partnership deal with an LED company is part of City’s aim to maximise their overall commercial income.”
City are among the biggest commercial revenue generators in world football.
Their overall turnover for 2020-21, the last financial year on record, exceeded £570million.
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