Finance guru: Man City exploit ‘first-mover advantage’ as new deal agreed
Man City have once again exploited “first-mover advantage” to seal a new commercial deal in China.
That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the Premier League champions’ tie-in with trading card company DAKA Culture.
As relayed by Sport Business last Friday (27 May), City have signed a three-year licensing agreement with DAKA.
The firm will release an exclusive range of collectables in time for the 2022-23 season as part of the region-specific deal.
City toured China in pre-season in 2016 and 2019, and Chinese firms Media Capital and CITIC Capital own a 12 per cent stake in City Football Group.
Plumley saluted the club for their broad range of sponsors and for being quick of the mark to sign new deals.
“City are one of the best at diversifying,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.
“It is part of their brand and explains how they have grown so quickly.
“Often, they have first-mover advantage. They were the first to enter the Metaverse, for example. They signed that deal with Sony. This new deal is another example of this.
“And yes, it might not be a big money-spinner directly but it is a way to interact with fans abroad.”
City were world football’s biggest revenue generators in 2020-21, the last full financial year on record.
They have 32 global and 16 regional partners in their sponsorship portfolio.
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