English Premier League champions, Manchester City, have once again demonstrated their prowess in diversifying their brand and expanding their global reach with a recent three-year licensing agreement with trading card company DAKA Culture. While the financial details of the deal may not be colossal in the short term, it serves as a strategic move to connect with fans worldwide and fortify their position as a global football powerhouse.
Dr. Dan Plumley, a finance expert from Sheffield Hallam University, commended Manchester City for their ability to diversify and explore unique sponsorship avenues. He highlighted that City has often been the first to seize emerging opportunities in the football world, including their pioneering entry into the Metaverse with a deal with Sony. This latest agreement with DAKA Culture is yet another example of their proactive approach to securing partnerships that enhance their global presence.
Manchester City’s history of collaborations with Chinese firms is noteworthy, as they have previously embarked on pre-season tours of China in 2016 and 2019. Furthermore, their strong ties with Chinese companies, such as Media Capital and CITIC Capital, which own a 12 percent stake in City Football Group, underscore their commitment to engaging with the Chinese market.
While the immediate financial impact of the DAKA Culture partnership may not be staggering, the move is expected to yield long-term benefits. It provides a unique channel for City to connect with their international fanbase and promote their brand globally. As the club with the highest revenue generation in the footballing world for the 2020-21 season, Manchester City continues to excel in diversifying their sponsorship portfolio, boasting 32 global and 16 regional partners.
In a competitive football landscape, Manchester City’s ability to identify and capitalize on emerging trends and opportunities has contributed to their rapid growth and global prominence. The partnership with DAKA Culture is just one of many steps the club has taken to solidify its standing as a global football brand.
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