The Premier League (PL) champions, Manchester City Football Club have announced a pact with Yili Group, a leading dairy company in China and Southeast Asia.
The collaboration is aimed to strengthen the City’s brand presence in the region and provide fans with unique experiences.
As part of the partnership, Yili Group has become the official dairy partner of Manchester City in China and Southeast Asia. This will involve joint marketing campaigns, content creation, and fan engagement activities.
Commenting on the occasion, David Tang, Chief Executive Officer, City Football Group China, commented, “We are pleased to announce our regional partnership with Yili group – an organisation that share our commitment to providing consumers with the highest quality products and services. Yili Group are an established and well-respected brand, with a large consumer base in the region and beyond and we look forward to working with them as we continue to grow our fanbase across China and Southeast Asia.”
Xu Ke, Vice President of Yili Group, added, “Yili and Manchester City Football Club have always been committed to providing consumers with high-quality and high-standard products and services, and it is precisely because of the highly compatible development concepts of both parties that we have reached this cooperation. Yili always adheres to the dream of “World Integrally Sharing Health”. Upholding the spiritual core of passion and love, we look forward to cooperating with Manchester City Football Club in brand promotion, event marketing, fan activities and other areas, and jointly helping the coordinated development of global sports and health.”
The partnership is expected to benefit both organizations. The English top-flight champions will gain access to Yili’s vast consumer base in China and Southeast Asia. On the other hand, Yili will enhance its brand visibility and reputation through association with the club.
Yili Group is a renowned dairy products producer headquartered in Hohhot, Inner Mongolia. Known for its diverse range of products, including milk, yogurt, ice cream, and powdered milk, Yili is a household name in China. The company has expanded its operations globally, establishing partnerships and acquiring dairy farms in countries like New Zealand. Yili’s commitment to quality and innovation has contributed to its success in the competitive dairy industry.
Yili Group joins a growing list of partners that collaborated with Manchester City, including Qualtrics, C.P. Company, Piing, World Wrestling Entertainment (WWE), JinkoSolar, and Quidd.
As the defending champions, the unit kicked its season with a 2-0 victory over Chelsea FC. Their next match is against Ipswich Town on August 24 at 7:30 PM IST.