Partners of Choice
Commercial income rose by 4%, with an additional 22 partnerships. Of the 23 new partnerships, 12 were regional; an increase of 120% on the 2013-14 season. All of the global partnerships, and a number of regional deals, were multi-year, most significantly:
The number of regional partnerships more than doubled in 2014-15
Etihad branded content - #GLOBALCITYFANS
City and Etihad Airways worked together to create Global City, a football-inspired, digitally-led video series discovering City’s most passionate and loyal fans from around the world.
2003 Rugby World Cup winner and lifelong City fan, Will Greenwood travelled on Etihad Airways around the world to reveal the power of football through the eyes of Manchester City supporters. The five-part video series visited Manchester City, Abu Dhabi, Jakarta, Melbourne and New York.
Greenwood met super fans in each city, uncovering entertaining and inspiring stories about their support for Manchester City.
The content is available across Manchester City and Etihad’s digital and social media channels and, with over 4.2 million views and over 1.1 million engagements to date, Global City has been one of Etihad’s most exciting partnership projects.
Abu Dhabi Tourism - Into the blue
TCA Abu Dhabi invited fans to step ‘into the blue’ and discover more about Manchester City’s home away from home, offering interesting information on local attractions and access to exclusive prizes.
A microsite was created which included interesting facts about Abu Dhabi, content featuring City stars on location and a ‘fan mosaic’ where fans could submit their City photo. The fan photo with the most votes would travel to Manchester to see City in action, and a luxury trip to Abu Dhabi.
TCA created a fully integrated campaign to support the promotion of the ‘Into the Blue’ competition. This cohesive approach delivered genuine campaign awareness with many digital results peaking above industry standards.
KFC - Seven Shoot
Now in its sixth consecutive year, KFC Seven Shoot aims to encourage more children in Thailand to participate in football. This year the tournament saw over 3,000 Thai youth teams, comprising 40,000 12-15 year olds, compete in a seven-a-side tournament to be crowned national champions.
The tournament winners received a KFC Seven Shoot 2014 Grand Trophy and an accompanying grant, and were flown to Manchester for a once-in-a-lifetime opportunity to take part in a series of skills workshops led by City Football School coaches. Players were put through their paces in tailor-made training sessions based on City’s football philosophy at the CFA.
Nissan - 5 a side tournament
Nissan harnessed their City Football Group partnership to deliver a unique experience to their employees by hosting an internal five-a-side tournament that would give participants a taste of the world-class facilities at the City Football Academy.
The qualifying teams travelled to Manchester from 14 different countries across Europe where they competed against their colleagues at the elite football complex and received the full Manchester City VIP treatment with a tour of the Etihad stadium and a special visit from first team stars Edin Dzeko, David Silva and Yaya Toure.
Both finalists travelled to Berlin to play for the Nissan title in the Champions Village Festival and watch the UEFA Champions League Final. As well as rewarding the participants with this once-in-a-lifetime opportunity, Nissan were able to effectively use their partnerships with the City Football Group and UEFA Champions League together to create an on-going activation involving different offices and markets from across the region.