Manchester City signing targets Chinese fanbase

Manchester City have signed an expanded partnership with Chinese technology, content and services company BNN Technology.

The agreement with the London-listed firm, expanding upon a commercial relationship from January 2015, focuses on developing coaching programmes, delivering content and providing VIP experiences and competitions for Chinese fans.

According to BNN, the new deal marks a further step in its ongoing strategy to support grassroots football in China.

NewNet, the firm’s Chinese operating partner, will work with City to manage a new programme of four football clinics across China.

The agreement will also allow BNN, supported by NewNet, to offer MCFC content such as pre-match manager interviews and press conferences through the Xinhua News app, along with chances to win club merchandise and VIP trips to watch City play at the Etihad Stadium.

Damian Willoughby, senior VP of partnerships at MCFC owner City Football Group, said: “Manchester City is delighted to grow its partnership with BNN. They share both our commitment to playing an active role in the development of football in China, and engaging with local fans in an innovative way.

“The club already has a strong and growing presence in China and this partnership will help us amplify our activity in the country even further.”

BNN Technology’s chief exec, Darren Mercer, commented: “I am delighted that we are expanding our relationship with Manchester City, one of Europe’s top clubs, to help BNN play a wider role in supporting China’s football ambitions while also delivering first class content to the Xinhua News app and gaining further high quality data to support our other sales channels.

“City’s expertise and input will be hugely valuable as our Chinese operating partner NewNet builds a programme that will help to improve grassroots playing standards throughout China.”

He added: “We firmly believe that football is a powerful force for promoting social engagement, enriching day-to-day lives and in turn strengthening the base of our consumer focused operations.”

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →