Manchester City have expanded their global commercial portfolio after announcing a new multi-year partnership with AUX, appointing the Chinese home-appliance manufacturer as the club’s official air conditioner partner.
The agreement represents AUX’s first global sports partnership and is designed to support the company’s international growth ambitions by connecting the brand with Manchester City’s worldwide audience.
Under the partnership, AUX will receive brand visibility through pitchside SuperSized LED advertising at the Etihad Stadium, as well as digital and social media exposure across Manchester City’s global platforms. The collaboration will also create opportunities for fan engagement and market-specific activations as AUX continues to build its international consumer presence.
The partnership was formally unveiled at a signing ceremony in Hong Kong during Manchester City’s men’s first-team pre-season tour, highlighting the importance of the Asian market to both organisations.
Peter Laundy, Senior Vice President – Partnerships at City Football Group, said, “We’re pleased to welcome AUX to Manchester City as our Official Air Conditioner Partner. AUX is an ambitious and innovative brand with a strong international presence and a clear vision for continued global growth. That ambition aligns closely with Manchester City and makes AUX a natural partner for our club. Through the strength and reach of our global platform, we look forward to bringing the AUX brand to new audiences in key markets around the world, while creating distinctive and engaging experiences for our fans.”
Lemon Lv, President of AUX Home Appliances Group, added, “This signing with Manchester City is far more than a cross-industry cooperation; it represents two excellence-driven brands advancing side by side. Looking ahead, AUX will continue to drive innovation and deliver localised solutions for customers worldwide. Through its partnership with Manchester City, AUX looks forward to connecting with consumers globally and creating world-class experiences together.”
For AUX, the deal provides a high-profile sports platform as it expands its presence across international markets. For Manchester City, it adds another global consumer brand to their commercial ecosystem while strengthening the club’s position in the home-appliance category.
The partnership comes ahead of City’s opening Premier League fixture against AFC Bournemouth on August 23, giving AUX an immediate opportunity to activate its association with the club as the new season begins.
The deal underlines how leading football properties are increasingly being used by consumer brands as platforms for international expansion, moving sponsorship beyond visibility towards market development, consumer engagement and long-term brand building.
