English football club Manchester City has renewed its partnership with Nexen Tire for a third year, including its esports efforts.
The new multi-year deal is expected to boost co-branding opportunities and media and marketing partnerships, with Nexen Tire’s logo remaining on the kits of the club’s esports players.
Nexen Tire has been supporting Manchester City since 2015 and became the first official sleeve partner in 2017. The tire manufacturer most recently appeared on Manchester City Esports’ sleeves in FIFA 20’s latest global series.
Ferran Soriano, CEO of City Football Group, commented in a release: “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.”
Both brands have been proactive since first establishing the partnership, with Manchester City Esports’ Marcuzo finishing third in the FIFA eWorld Cup in 2018 and Nexen Tire completing four global research and development plans and expanding its production networks.
Travis Kang, Global CEO of Nexen Tire, added: “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 programs.”
Esports Insider Says: Manchester City is not predominantly an esports organisation by any means, but since its leap into the scene in 2016 it has consistently been challenging for a place as one of the world’s best FIFA esports organisations. Nexen Tire has enjoyed nothing but success from the partnership as the Manchester City brand continues to grow, so this partnership renewal does not come as a surprise.