Nissan grabs 5-year sponsorship deal with Manchester City

Article by Andrew Christian, on July 20, 2014

With General Motors sponsoring its cross-town rival Manchester United, Manchester City has scored a sponsorship with Japanese carmaker Nissan. Nissan inked a five-year sponsorship agreement with City Football Group, owner of the Manchester City team, which entails an in-kind exchange to introduce the Nissan Leaf electric vehicle to the team.

The deal is part of Nissan’s target to surpassing fellow Japanese carmaker Toyota as the top-selling Asian brand in Europe, seeking to take advantage of the Premier League's popularity in Europe, China and other parts of Asia.

Manchester City is the current champion of the league. According to Nissan chief executive Carlos Ghosn, the agreement will help "strengthen the brand globally." In April, Nissan inked a four-year agreement to sponsor the European Champions League soccer starting August.

In May, City Football Group became a minority shareholder in the Yokohama F Marinos that plays in Japan's J-League.

Despite the decision to pull the Chevrolet brand out of Europe, GM will still proceed with its nine-year $559 million sponsorship agreement with Manchester United, with an aim appeal to the football club's fans in Asia.

GM is still selling Chevrolet-brand vehicles in Asia. According to City Football Group chief executive Ferran Soriano, Nissan will be providing its EVs to a new football training center in Manchester that will open this year. In exchange, the Nissan brand will be displayed prominently at the club's Etihad Stadium in the city.

Topics: nissan, sponsorship

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