2020-10-06
The importance of sports sponsorship to Etihad's global business
Yasser Al Yousuf, VP Commercial Partnerships, Etihad Aviation Group, says sponsorship is a key component to the airline's commercial strategy For years, the UAE has joined forces with the world’s elite athletes and sports teams to promote the country around the world. One of the stand-out deals is the sponsorship of Manchester City by Etihad Airways which, at the time of the signature, was valued at $462 million.So what makes sports so attractive to major UAE-based companies? We sat down with Yasser Al Yousuf, VP Commercial Partnerships, Etihad Aviation Group, to find out. AB: What are the main criteria in how Etihad chooses its sponsorships? Al Yousuf: Sponsorship has always been an important component of Etihad’s commercial strategy, and naturally this has included a specific focus on global sporting affiliations. Sponsorship partners are selected in line with our brand values and positioning, along with our overall commercial objectives. When assessing opportunities, we’ll consider the relevance and importance of the market where the sponsorship is operating; or whether, as with Manchester City FC and Formula 1 Etihad Airways Abu Dhabi Grand Prix, the reach is truly global. Sponsorship assets are key for brand awareness and we will always think about how relatable the opportunity is to our guests and the industry. It’s also important to consider how complementary each sponsorship opportunity will be with our existing extensive portfolio. A detailed return on investment analysis will always support any business case for a new sponsorship partner. AB: What are the commercial objectives of your sponsorship strategies? Al Yousuf: Commercially, our sponsorship portfolio is designed to deliver on brand awareness, engagement and sentiment, as well as revenue generation and corporate social responsibility (CSR) objectives. Most importantly, and wherever possible, we intend to promote the brand of Abu Dhabi globally and grow business and leisure traffic to the emirate. In many cases, for example with the Special Olympics Abu Dhabi, the Ultimate Fighting Championships and Formula 1 Etihad Airways Abu Dhabi Grand Prix, this is the central pillar of our partnership. One of the really interesting ways we have integrated our sports sponsorships into the business, is through unique aircraft liveries, for example, when we sponsored the Special Olympics Abu Dhabi we created a bespoke livery featuring the faces of four of the UAE’s Special Olympics champions. We unveiled it in a touching ceremony with the athletes and that aircraft has travelled the world over. AB: Are there countries where your involvement with a high-profile team has made a noticeable difference to subsequent air traffic? Al Yousuf: There are a couple of notable examples here. Firstly, in Washington, we have a fantastic partnership with Monumental Sports & Entertainment which we have enjoyed since 2015. Etihad is the exclusive international airline partner of the Washington Capitals (NHL), Washington Wizards (NBA), Washington Mystics (WNBA) as well as Capital One Arena. We are also the official naming rights partner for the VIP lounge at Capital One Arena, which serves approximately 2,000 VIP guests and fans on Wizards and Capitals game nights. At the time of the launch, Etihad was not well known in the local market. However, the Monumental Sports partnership catapulted us into this market and significantly improved our brand awareness in the strategically important US capital. As a result, this has contributed to increased traffic on Etihad’s flight operations to and from Washington Dulles. Secondly, our long-standing partnership with Manchester City FC has helped to build significant brand equity in Manchester and consequently supported two flights per day during normal operations. To put it briefly, these sports partnerships have helped to put us on the map! AB: What are some of the key benefits of high-profile sports sponsorship? Both to Etihad, but also to the country? Al Yousuf: As I’ve said above, the key benefits include driving awareness, positive sentiment and ultimately traffic, towards both Abu Dhabi and Etihad. However, there are many additional benefits such as access to incredible corporate hospitality allowing us to entertain Etihad Guests, corporate clients and key partners with ‘money can’t buy’ entertainment experiences. There are longer term benefits too – these sponsorships embed us in the local community giving us greater opportunity to dialogue with our customer base and give back to the community. For example, this year we were proud to support Manchester City’s Young Leaders Summit – an outreach initiative supporting young leaders in their local communities around the world. AB: How is ROI measured at this level? What are some of the factors? Al Yousuf: We work with the top sports data analysists to professionally measure and evaluate return on investment. We examine several metrics including social media, sales, brand engagement, awareness and sentiment. We also regularly run sales campaigns based on individual sponsorship assets which makes it easy to directly attribute the results of these. AB: In terms of a profit or return, is sports sponsorship ultimately good for business? Al Yousuf: Of course! We are confident that sports sponsorship has directly impacted the business, especially in highly competitive markets or where we have entered new territory. AB: Is it considered a bit risky to support sports teams – they don’t always win! Al Yousuf: Anyone who is passionate about sport will know it’s not just about winning! We are part of the community, the winning, the losing and the passion that goes with it. For us, sports sponsorship is about the exposure and the creation of a narrative that talks directly to the community. We’re in it together with the teams and the fans. When they do win though, it’s incredible! AB: How does the DNA of an airline align with that of a sports team? Al Yousuf: That’s a great question. For us, as an airline, we truly understand that the ‘team’ culture and spirit is as important to us as it is to any of the greatest sporting teams. We are strongest when we work together, and every member of the team plays its part. And just like a sports team, we are always striving to be better and to be the best we can be. AB: How many requests do you receive for sponsorship? Al Yousuf: We are frequently approached with requests for sponsorship and these requests range from large scale global companies, to smaller, local organisations. In recent years, we tried experimenting with niche audiences, however, we found that sports are global, inclusive and wide-reaching; in essence, nothing compares to sport. Article by Jola Chudy as posted on Arabian Business.Click here to view Etihad's profile....
2020-10-05
Nike named sporting world’s most marketed brand in social media
Nike named sporting world’s most marketed brand in social media Global Sportswear giant Nike has been named as world’s most marketed brand in social media. Nike is followed by Emirates in the SportsPro’s inaugural list of World’s 50 Most Marketed brands on Social media.Nike has received value equivalent to almost $461 Mn on Social media engagement through their sponsorship deals, endorsements by the athletes and social conversations related to the brand.Emirates is number 2 in the list followed by Adidas, Moster Energy and Red Bull at No. 5.The World’s 50 Most Marketed Brands list is powered by Hookit’s SportGraph™ and computer vision technology, which assesses sponsorship value by tracking the social activity of every major professional athlete, team and league, totalling over 500,000 accounts. To arrive at the total value received by each brand, Hookit examines two key metrics – potential value and promotion quality – which are multiplied together to determine a discounted Adjusted Ad Value (AAV).For this list, all social and digital posts from professional athletes, teams and leagues between 1st August 2019 and 1st August 2020 were examined for brand promotion. Over 25,000 sports organisations and athletes posted during this period, promoting more than 7,000 brands across platforms including Facebook, Instagram, TikTok, Twitch, Twitter, VK, Weibo and YouTube.Article by Shweta Agnihotri as posted on InsideSport.Click here to view Nike's profile.Click here to view Emirates' profile.Click here to view Adidas' profile.Click here to view Monster Energy's profile.Click here to view Red Bull's profile....
2020-10-01
Paris 2024 Games Adds Third Premium Partnership With Global Telecommunications Company
 Global telecommunications company, Orange, has been revealed as the third premium partner of the Paris 2024 Olympic and Paralympic Games.According to reports, Orange’s investment into the partnership is worth around US$167 million.This partnership will see very high-speed broadband networks installed in all venues which is hoping to enable attendees to share their excitement online.Around four billion viewers gathered to enjoy the Olympic and Paralympic Games in London in 2012, and fans made more than 20 million calls within the venues.Paris 2024 president, Tony Estanguet, said the connectivity needed to be perfect for the games in 2024 to make the experience more enjoyable.“The connectivity needs to be flawless for people at the venues and online, so they can enjoy the event to the fullest, and share the excitement with others,” Estanguet said.“We are convinced Orange will be a great partner to tackle this challenge and create this bond and Orange’s technological expertise and experience with sports events is tremendous.“Paris 2024 and Orange will work hand in hand to organise innovative and spectacular Games that bring people closer together,” he said.Orange chairman and chief executive officer, Stephane Richard, said: “organising the Paris 2024 Olympic and Paralympic Games offers a huge opportunity for the French economy and represents an incredible technological challenge for Orange.”“Connecting each location and everybody involved to high-speed networks will be an essential factor in successfully bringing the Games to life.“During the next four next years, Orange’s teams will be fully engaged in making this challenge a reality by harnessing the power of our networks to enable people across the world to share and enjoy this unique event,” he said.Orange, which is also a sponsor of the Tour de France cycling event and French Open grand slam, joins banking firm Groupe BPCE and electric utility company EDF as a premium partner of Paris 2024.Click here to view Paris 2024's profile.Click here to view Orange's profile....
2020-10-01
Lionel Messi: World’s Most Marketable Athlete
 Barcelona football star, Lionel Messi, is the world’s most marketable athlete for 2020, according to SportsPro’s 2020 list of the World’s 50 Most Marketable (50MM) Athletes.The rankings see Messi’s former LaLiga rival, Cristiano Ronaldo, come in as a close second, followed by basketball great, LeBron James, India Cricket captain, Virat Kohli, and Canadian tennis star, Bianca Andreescu, to round out the top five.The list was powered by Nielsen’s proprietary athlete marketability assessment methodology, which draws on social media date to generate an Athlete Influencer Score based on four key data points: relevance, reach, return, and resonance.By incorporating a range of performance and sponsorship related KPIs, including social following, content engagement, fanbase growth over time, media value, and the performance of branded versus organic content, Nielsen’s Influencer Selection and Measurement Framework aims to help brands maximise content impact.SportsPro editorial director, Michael Long, said the list helps to show the true value in sports marketing, with the inaugural rankings for the World’s 50 Most Marketed Brands and the World’s 50 Most Marketable Properties set to release in the coming weeks.“Supported by three leading data companies, our newly expanded 50MM platform and dedicated content hub paints the most complete picture yet of where value lies in sports marketing, across athletes, brands, and properties,” Long said.“With marketing budgets being tightened in the wake of the Coronavirus pandemic, spending on sports sponsorship is being more scrutinised than ever."“Now, with the richer data sets and deeper insights provided by this year’s 50MM rankings, marketers working across all sports can easily identify where the real value lies in order to justify their spending decisions and maximise return on investment,” he said.Nielsen Sports International head of digital, Salvatore De Angelis, said the insights will work to maximise a brand’s impact with sponsorships.“The heavy usage of social media among today’s digital-savvy generation has led to a massive content creation boom,” De Angelis said.“Nielsen’s proprietary methodology enables unique insights into how athlete influencer content resonates with target audiences.“By powering SportsPro’s 50MM list, we’re able to help brands better understand campaign effectiveness and how to maximise impact across campaigns,” he said.Interestingly, female athletes accounted for 17 of the top 50 most marketable athletes for 2020, with tennis star Bianca Andreescu, in fifth place, topping American gymnast, Simone Biles, who placed 14th.The sports with the most input into the list include soccer, basketball, and tennis, with 15 of the top 50 being soccer athletes, seven being basketball athletes, and six being tennis athletes....
2020-09-24
The Ohana Festival Goes Virtual For 2020
The Ohana Festival has become the latest event to announce it is going virtual for 2020.Set for a 24 hour stream starting at 5PM on September 26th, the virtual music festival will feature a mix of new performances, and archival content from past editions of the event.Deaf Charlie, feat. Jeff Ament & John Wicks, Pluralone, Iron Sage Wood ft. Rob McHado, and the Aquadolls are lined up for live sets.Eddie Vedder, The Strokes, Incubus, Social Distortion, Tash Sultana, Jenny Lewis and Lukas Nelson are among the artists who will be featured in some of the archival Ohana performances from years past.Rounding out the offerings for the virtual festival famed Canadian photographer, conservationist, and marine biologist Paul Nicklen has been announced as the ‘storyteller’ for the event.Presented by Kona Brewing Co., the free 24-hour stream will relive the magic of Doheny State Beach on Nugs.net and YouTube.As part of their sponsorship of the event, Kona is donating a total of $50,000 to the following charities: San Onofre Parks Foundation, Doheny State Beach Foundation, Sea Legacy, Rob Machado Foundation, WSL Pure, Wyland Foundation, Waves for Water, Los Cerritos Wetland Trust.Click here to view The Ohana Festival's profile.Click here to view Kona Brewing Company's profile....
2020-09-23
Brands continue to hire mega influencers who openly ignore social-distancing guidelines. But some creators without millions of followers aren't so fortunate.
On August 28, 19-year-old TikTok star Blake Gray was charged with a misdemeanor alongside fellow creator Bryce Hall after throwing a massive party that Los Angeles City Attorney Mike Feuer alleged violated the county's COVID-19 guidelines, including its "Safer LA" order and "Party House Ordinance." "We allege these hosts have been incredibly irresponsible, with a highly infectious disease spreading and parties banned because of it," Feuer said.  While Gray's decision to throw a party during a pandemic could have scared off some risk-averse brands that generally look to avoid controversy, other big brands are still working with him. Two days after the city attorney's charge, Gray posted a promotional video on TikTok for the fashion and cosmetics retailer Asos. And a little over a week later, Nabisco paid Gray to promote its Nutter Butter cookies on TikTok, with the brand cheekily pretending to flirt with Gray in the video's comments section.  A representative for Gray declined to comment for this story. Neither Asos nor Mondelez, which owns Nabisco, responded to a request for comment from Business Insider. While many brands spent the first few months of the pandemic treading softly on social media out of fear of appearing tone deaf during a public health crisis, they've often been less cautious when it comes to working with influencers who have ignored some health guidelines designed to slow the spread of COVID-19. Many companies have continued to pay creators to promote their products even as these influencers have attended large gatherings, traveled, and appeared in public without masks. Why is that? Influencer industry insiders said one potential reason is that dropping a mega influencer or celeb could provoke a bigger problem than any backlash would, especially as many have millions of loyal fans and are repped by high-powered Hollywood agencies and management firms. That would help explain why some influencers with smaller follower counts have been quietly dropped by brands, while superstars have seemed more insulated from consequences. Another potential reason is that some brands could see social-distancing guidelines as political. "I don't believe that the corporate communications teams at these large enterprise companies have a particular position or stance," said an influencer marketer, who asked to speak anonymously to avoid potentially damaging relationships with clients. "On mask wearing, because it has been politicized, I think that they're trying to stay out of it." A third potential reason is simply that the landscape is moving quickly and brands have not yet adapted a firm policy. "I'm sure there's a brand bible out there for Nutter Butter that's incredibly specific," said another influencer marketer, who asked to speak anonymously for the same reason. "I wonder if they've even had time to update their brand guidelines when it comes to TikTok talent in the world of COVID." While getting a misdemeanor charge for allegedly violating LA's "Party House Ordinance," or traveling to Mexico at a time when non-essential travel is discouraged (as was the case in June when a new creator group Clubhouse Explore went on a 26-person trip to Tulum) are on the far end of the spectrum in terms of flouting health precautions, there have been less severe transgressions by many of the internet's biggest creators in recent weeks. Digital stars like and Charli and Dixie D'Amelio, Emma Chamberlain, and James Charles were all spotted in attendance at a large party hosted by the TikTok group The Hype House in July, for example. (Charles later apologized for attending the party, saying in a statement in a YouTube video that "going to a party during a pandemic was a selfish and stupid decision.") None of these creators appeared to face major backlash from brands for attending the party. The D'Amelios moved forward with the launch of their new Morphe makeup line in late July, and Charli recently got a drink named after her as part of a new brand partnership with Dunkin'. "As a brand, the health and safety of our employees, franchisees, and their crew members has been and remains a top priority," Dunkin' said in a statement when asked about Charli's attendance at a large gathering. "In all stores, and during any in-person engagements with Charli D'Amelio or other influencers, we take steps to help ensure the safety and well-being of guests and restaurant employees." Morphe did not respond to a request for comment. While many of the internet's biggest stars haven't appeared to face brand backlash, some smaller-follower-count influencers haven't been as lucky. These micro and macro influencers are more reliant on sponsored posts to earn a living, and therefore, have to be more careful when it comes to adhering to public health guidelines, marketers told Business Insider.  In a July survey of 422 US-based influencers by the influencer-marketing platform Mavrck, 93% of respondents said they were "taking precautions to follow CDC health guidelines related to COVID-19, such as social distancing, avoiding close contact, wearing a cloth face covering when around others, etc." Blogger Naomi Davis (453,000 Instagram followers) who left New York City for a cross-country road trip during the pandemic (a departure from CDC recommendations), lost brand deals and other business opportunities as a response to negative commenters unhappy with her decision, BuzzFeed reported.  For instance, Davis posted a sponsorship for the vitamin startup Ritual in May and immediately after, commenters began to leave negative messages on her post, which she later took down. Ritual ended its partnership with her, BuzzFeed reported.  Davis did not respond to a request for further comment from Business Insider. Another influencer with under one million followers had taken a road trip with her children and posted about it on Instagram, her manager told Business Insider. In her content, she had spoken about the safety measures she and her family were taking while traveling, but when one brand caught wind of this, it canceled a year-long ambassadorship with her, according to the manager, who requested anonymity to speak more freely about the situation. To do so, the brand used the "morality clause" that was in their agreed contract, the manager said. A morality clause is often added into contracts to protect the brand from bad publicity associated with a talent they've partnered with. Often, this is a precaution taken in case there is any illegal behavior. In June, the manager of the influencer group Clubhouse said that the fitness-beverage brand Celsius decided not to renew a contract with Clubhouse member Mariana Morais (829,000 Instagram followers) after the group's trip to Mexico. At the time, the company confirmed it wasn't renewing a contract with Morais, but said there were "other reasons that factored into our decision." While many brands may not be monitoring the day-to-day activities of influencers who are flouting social-distancing guidelines, some social-media users have been.  Some commentary accounts like Def Noodles (440,000 YouTube subscribers) and TikTok Room (1.6 million Instagram followers) have been tracking influencers ignoring health guidelines and hanging out in large gatherings. Fans have commented things like "it's not that hard to stay home" and "someone take away their platforms please" on these posts.  Claire Lungwitz, a college junior who has been taking classes remotely during the pandemic, created an account on TikTok in July, @ImmuneInfluencers, specifically to draw attention to videos posted by influencers who aren't following some COVID-19 health precautions. "FUN FACT: 50k+ followers comes with COVID-19 immunity," she wrote in the bio for her account, which has around 6,400 followers.  Lungwitz has uploaded reaction videos to posts featuring influencers like Blake Gray, Addison Rae Easterling, Larri Merritt (known as Larray), and Bryce Hall.  "I thought something was off about their content and then I kind of realized it just looked like the pandemic never happened and they're kind of in a COVID-free bubble," she said. "These people were still traveling, and hanging out with different groups of friends, and throwing parties. Things I hadn't thought about doing since February." "My goal would be ultimately for these influencers to recognize their platform and their impact on how children especially view the pandemic," Lungwitz said. "Influencers do have the best job to do from home. A lot of them get famous just from making videos in their bedrooms, so I don't know why they can't really continue to do that now." For more stories like this, subscribe to Business Insider's influencer newsletter: Insider Influencers, and check out the below posts:...
2020-09-22
Sponsorship sales in the age of COVID-19
 Selling rights was never easy, but in the age of COVID it just got a whole lot harder. How do you sell rights to events which may never happen? How do you convince a brand to spend money on sponsorship when they are making staff redundant? That is tough, even for the very best business development teams. This article was originally published by ESA member Caytoo Selling rights was never easy, but in the age of COVID it just got a whole lot harder. How do you sell rights to events which may never happen? How do you convince a brand to spend money on sponsorship when they are making staff redundant? That is tough, even for the very best business development teams. Here are some of our thoughts based on what we’re seeing in the market and how we’re currently helping rights holders to overcome the challenge. We don’t mean to teach you to suck eggs by the way, but maybe something in here will resonate and spark an idea. Innovate and create rights which work well in the new normal, and which won’t be lost if we go back into lockdown. You might not be playing to a live audience, but you still have fans, members and followers, and brands are desperate to access them, so think hard about how you can deliver targeted access through live streaming, social media and newsletters. Example: British Canoeing’s official partnership program which is making the most of the rapid rise in UK paddle sport participation and creating rights focussed around membership. Research the market. Don’t hit the same old brands and be sensitive to what is going on in the market. There are plenty of companies out there doing well right now. Some are doing so well they think they don’t even need to market, COVID is doing it all for them, but the reality is that now is the time for them to use innovative partnerships to cement their position, raise awareness and grow share. Comment: Financial services is set to take the biggest hit in the next 12 months according to Two Circles, but tech and ecommerce are flying. Target the right decision-makers. Now is the time for companies to think strategically so you may need to go higher up the chain to get your message heard and for someone to spot the opportunity. Make sure you have thought through the pitch and are convinced in your own mind as to why you make a good fit for them. Comment: our research of rights holders this summer suggested that this was the biggest challenge – identifying the right decision-maker and getting their contact details. Invest in resources to support your outreach. If you don’t have the time or capability in house, sign up to resources like caytoo who act as an extension of your team and provide you with all the intelligence you need to complete steps 1 to 3 effectively, including helping you package your rights, target the right brands and connect with the people who can make a decision. Comment: Don’t waste your time, use a resource that will give that to you. Focus on your outreach and pitch. De-risk the opportunity for brands. You may want a 3 or 4 year deal but that is much tougher to get in the current environment. Sell 1 year deals with COVID protection or money-back guarantees; make it attractive for new brands to get into sponsorship by testing the water, and then spend that year over-delivering for them. Example: The Premier League’s one year deal with Tencent for broadcast rights in China shows the league thinking on its feet to secure short term revenue when an existing partner balked. Measure the return that they are getting and share it with them. Create partnerships which reach measurable eyeballs or target your fans with products which deliver benefits for your members and sales for your partners. Comment: Skateboard GB’s MySkate app has a unique audience who brands could access through a partnership with them as long as their brand is young and cool! It’s not rocket science, but we all need to adapt. Selling logos on shirts for games which might not happen or naming rights for stadiums which might not fill is nigh on impossible if you don’t think differently about what the partnership could really deliver. ...
2020-09-17
eToro set to dominate football with twelve new sponsorships in UK and Germany
 Global investment platform and ESA member eToro today launches twelve new sponsorships across the UK and Germany, as they expand their investment in football clubs across Europe.  As one of Europe’s biggest football club sponsors, eToro will be extending its UK Premier League partnerships with Crystal Palace, Everton, Leicester City and Southampton, and is adding West Bromwich Albion and Burnley to its portfolio.  In the German Bundesliga, the investment platform today announces new partnerships with FC Augsburg, 1. FC Cologne, Hamburger SV (Bundesliga 2), Union Berlin and Vfl Wolfsburg, and will be extending its partnership with Eintracht Frankfurt.  These deals add to eToro’s existing sponsorships across Europe, including Danish champions FC Midtjylland and recently announced AS Monaco.  Dylan Holman, Global Sponsorship, Senior Manager at eToro said:  “As a leading investment platform with over fourteen million users, we believe sponsorships are a powerful tool that help build and reinforce eToro as a world class brand.  “We will be working with clubs to make the financial markets more accessible than ever, using our partnerships to help bring fans closer to the action and educating them on investing.” These new deals grant eToro global exposure through an extensive range of marketing opportunities including matchday LED boards, money can’t buy experiences, VIP tickets and digital rights. eToro enables people to invest in the assets they want, from stocks and commodities to cryptoassets like bitcoin. The platform not only allows you to choose what you invest in, but also how you invest. You can trade yourself, copy another investor, or invest in a portfolio. More than fourteen million registered users have signed up and anyone can buy, hold and sell assets, monitor their portfolio in real time, and transact whenever they want. Click here to view eToro's profile....
2020-09-16
easyMarkets Signs a Three Year Sponsorship Deal with Real Madrid
easyMarkets is excited to announce its future partnership with one of the most recognizable teams in the world and 2020 La Liga Champion: Real Madrid. The company has announced that it will be the Club's Official Online Trading Partner for the next three years, starting from the beginning of the 2020/21 season. This has the potential to add incredible value to the easyMarkets branding efforts and bring an unprecedented level of recognition to the well-established financial service provider. Mr. Ohad Golan, Chief Marketing Officer, commented on the sponsorship, "easyMarkets was looking to partner with a team that has instant recognizability, a rich history and a loyal, dedicated fan base. "We sought to sign with an organization that has global appeal, with millions of eyes on it each match – and Real Madrid was the obvious choice. "We look forward to leveraging Real Madrid's immense popularity and global appeal strategically as we move forward." Emilio Butragueño, Institutional Relations Director at Real Madrid, commented, "Both, Real Madrid and easyMarkets, are leaders in their sector and share common values. We are looking forward to start working with them as Official Online Trading Partner beginning with the 20/21 season." Click here to view Real Madrid's profile.Click here to view easyMarkets' profile....
2020-09-16
Manchester City And Nexen Tire Extend Partnership
Manchester City has announced it has renewed its strategic partnership with Korean tyre giant, Nexen Tire, taking the partnership into its third term through the new multi-year deal. The partnership began in 2015 and has grown to include sponsorship of both the men's and women's teams, elite development squad and esports players as well as extensive collaborations across digital content campaigns and grassroots football programmes around the world. The partnership made history in March 2017 when City became the first Premier League club to announce a sleeve partner, with Nexen Tire branding appearing on the playing shirts since the start of the 2017/18 season. Starting from the upcoming 2020/21 season, Nexen's sleeve sponsorship will extend to the City women's team for all domestic competitions, the men's team's training kits and Manchester City esports team, making Nexen Tire the Club's consistent sleeve partner across all available teams and competitions. Off the pitch Nexen Tire's presence continues with branding on the first team bus and throughout key locations across the Etihad Campus, including the Nexen Tire bridge that connects the City Football Academy to the Etihad Stadium. The partnership has also been significant for its impact on supporting grassroots football and using that as a platform to enhance the lives of young people. The most notable of these projects are Nexen Tire's support of the City Football Foundation's community pitch in East Los Angeles that provides a safe place for local children to play and socialise, as well as Nexen Tire being the presenting partner of one of the biggest youth football tournaments in the United States – the Nexen Man City Cup. Nexen Tire has also leveraged its partnership with Manchester City to launch a series of bold digital marketing campaigns which have seen huge engagement figures across Nexen Tire's key markets and consumers. This will continue to be a focus for the next term of the partnership with exciting content series to be launched over the coming months. Ferran Soriano, Chief Executive Officer at City Football Group, said: "Manchester City has marked many milestones alongside Nexen Tire and after becoming the first Premier League club to launch a sleeve partner we were delighted to then celebrate back to back Premier League titles with Nexen Tire on our sleeves. We have been impressed by Nexen Tire's ambition for creating exciting digital content campaigns, as well as sharing City's passion for providing young people around the world with opportunities to play the sport that they love. Nexen Tire has grown with us to be part of the fabric of Manchester City and we look forward to entering the third term of our successful partnership." Travis Kang, Global CEO of Nexen Tire, said: "We first partnered with Manchester City in 2015 after seeing the immense potential of the club and many opportunities ahead. Over the past five years, our relationship has grown from strength to strength, and we have also been able to boost our presence in the global market. We will use this partnership extension to continue building synergy as a strategic partner while sharing our company values by rolling out a series of digital campaigns and exciting youth programmes." Click here to view Manchester City's profile.Click here to view Nexen Tire's profile....