SBD/July 17, 2014/Marketing and Sponsorship

Nissan Forms EPL's Most Lucrative Automotive Partnership With Manchester City

Nissan will have a significant presence with Man City across many platforms
EPL club Manchester City today announced a "ground-breaking commercial partnership" with Japanese automaker Nissan, according to Adam Crafton of the London DAILY MAIL. Nissan "became the official automotive partner of Manchester City" in a deal that represents the "biggest automotive partnership" in the EPL. The five-year deal "grants Nissan significant brand presence at the Etihad Stadium and on City’s digital platforms." It also "forms part of a wider partnership that will bring benefits to the City Football Group," which includes MLS expansion club NYC FC and A-League side Melbourne City. Manchester City's "clean-cut, evolving image" has been a "major lure to sponsors" (London DAILY MAIL, 7/17). In London, Laurence Dodds notes the deal between Manchester City and Nissan is "part of a wave of agreements between football clubs and motor companies seeking to capitalise on their worldwide reach." Nissan has "launched on a sponsorship blitz, tying itself" to the '16 Rio Games, the Britain and Mexico Olympic teams and the Africa Cup of Nations, among others (London TELEGRAPH, 7/17).

LOSING GRIP: The DPA reported German tire manufacturer Continental "has decided to end" its sponsorship with FIFA. Continental had sponsored the organization, and thus the World Cup, "since the tournament in Germany" in '06, and the deal reportedly cost the company US $67.7M. Continental said that its decision to end the sponsorship ahead of the controversial World Cups in Russia in '18 and Qatar in '22 "was not politically motivated" (DPA, 7/15).
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