The Premier League (PL) champions, Manchester City have developed a regional partnership with the coffee-flavoured energy drink brand, Wake-Up 24/7.
With this deal, the firm has been named as the unit’s official energy drinks partner in Vietnam, expanding its growth across Southeast Asia.
The Vietnamese energy drink firm will co-launch branded goods with Manchester City, including the club crest and player images of Erling Haaland, Kevin De Bruyne, and Phil Foden.
Wake-Up 24/7 will get additional LED advertising on matchdays at Manchester’s Etihad Stadium to help the brand expand beyond its bounds.
Thang Truong Cong, CEO of Masan Consumer Holdings – parent company of Wake-Up 24/7, said, “We are thrilled to partner with Manchester City, an organisation that shares our commitment to continuously improving and embracing any opportunity. At Wake-Up 247, we are committed to inspiring consumers to embrace their challenges head-on, fuel their ambition, and push forward with determination. This partnership is a perfect match, as both Wake-Up 247 and Manchester City aim to inspire everyone to achieve greatness.”
The four-time Premier League winners have seen a significant increase in fan popularity in Vietnam during the last decade. The side has disclosed that it is the PL team with the most following increase in Vietnam over the previous decade, with an additional 100 million followers across Southeast Asia.
Kaitlyn Beale, VP of Global Partnership Sales at City Football Group, said, “We are pleased to announce our regional partnership with Wake-Up 247, as we welcome the brand to our extensive partner portfolio. The club has a passionate following across Asia, including in Vietnam, and we look forward to working with Wake-Up 247 on new and engaging ways to interact with our fans.”
The club has recently partnered with RISE Worldwide and viagogo to extend and strengthen its foreign audience.
Manchester City has added RISE Worldwide as its new sports management consultant for the Indian market, hoping to use its links to sister club Mumbai City FC to get more followers and support from the Indian community.
Furthermore, in an effort to make ticket purchasing for City supporters outside of England safer and convenient, the club collaborated with internet ticketing business viagogo.