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‘It can’t just look like a box ticker’: Inside Man City’s partnership strategy
Manchester City’s partnerships lead claims “credibility, longevity and proof of investment” is crucial for brands moving into women’s sport.
By Molly Innes
Effective sports sponsorship in 2024 is more than just slapping a logo on a shirt or appearing on billboards.
It requires a “consistent” approach, says Tom Boyle, vice-president of global partnership marketing and operations at City Football Group. This is particularly important for women’s sport, as brands increasingly look to capitalise on its huge growth over recent years.
For almost a decade, Nissan has been a key sponsor of the City Football Group, Manchester City’s owner, sponsoring the women’s team since it went professional in early 2014.
