Manchester City have announced an extension of their partnership with the Chinese liquor manufacturer, JNC, which will continue as the club’s baijiu partner.
The renewed agreement builds on a collaboration that has now spanned six seasons and reflects the Premier League club’s broader strategy to strengthen its engagement with football audiences across China.
The partnership has focused on connecting Manchester City with Chinese supporters through culturally driven campaigns and fan engagement initiatives. Over the years, the two organisations have delivered a range of activations, including fan viewing events in China, digital campaigns tailored for Chinese social platforms, and themed matchday experiences at the Etihad Stadium.
David Tang, CEO of City Football Group China, said, “We’re delighted to extend our partnership with JNC. Through our partnership to date, we’ve worked closely with JNC to bring Manchester City closer to our fans across the world through innovative activations and unforgettable experiences. We’re looking forward to building on this strong foundation and continuing to create meaningful moments for our supporters.”
The partnership has also included several high-profile matchday and digital engagement initiatives designed to celebrate Chinese culture while strengthening the club’s connection with fans in the market.
JNC is recognised as one of China’s established producers of baijiu, a traditional grain-based spirit widely regarded as an integral part of Chinese cultural and social traditions. Through its association with Manchester City, the brand has sought to increase its global visibility while tapping into the worldwide appeal of Premier League football.
The extension further reinforces Manchester City’s expanding commercial portfolio, which includes partnerships with brands such as Silentnight, Revolut, Lucozade, and Artel Electronics, as the club continues to grow its global sponsorship network.
