SBD/May 15, 2012/Franchises

Manchester City's EPL Title Expected to Bring Increased Sponsorship, Revenue

Tens of thousands of Man City fans greeted the team at the victory parade
In the wake of EPL club Manchester City's first top division title in 44 years, “sponsorship experts are in agreement that securing the title will be a significant boon for the club’s sponsorship coffers,” according to John Reynolds of MARKETING magazine. brandRapport Dir Nigel Currie said, “With this Premiership win, Manchester City over the next five years can double their sponsorship earnings.” Sponsorship experts believe that Man City’s “bargaining chips will be improved following its new kit deal with Nike.” Experts believe the “marketing power of Nike will also help Man City boost its overall sponsorship earnings.” Man City’s current partners include Etihad Airways, EA, Thomas Cook, Harvey Nichols, Amstel and Paddy Power (MARKETINGMAGAZINE.co.uk, 5/14). Meanwhile, the GUARDIAN'S Helen Nugent noted “tens of thousands” of Man City supporters yesterday “queued from lunchtime in central Manchester for a chance to see their heroes at a special reception and victory parade on an open-top bus” (GUARDIAN, 5/14).

CASHING IN: The PA notes Man City’s income from EPL broadcast payments for last season “was a record” US$97.3M. Wolverhampton ranked last at US$62.6M. The figures “highlight the money available to clubs in the richest league in the world -- and the fact that compared to many other leagues the split of the cash is not skewed massively towards the top sides.” Half the domestic TV cash and all the overseas rights income “are split equally between the 20 clubs” (PA, 5/15).
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