Shanghai-based mobile phone maker Tecno will sponsor the Premier League's Manchester City in a three-year deal in a bid to reach soccer fans in emerging markets.
The agreement, signed on Wednesday in Manchester, lets Tecno produce videos and adverts featuring the club and its stars. Tecno will also bring some of its customers to the UK to learn the game at the club's training academy.
The deal is the latest in a wave of Chinese investment involving British soccer teams and, last December, City Football Group sold a 13 per cent stake in the club to China Media Capital.
"We've chosen Manchester City as our two companies share the same vision of global growth," said Stephen Ha, general manager of Tecno Mobile. "We also greatly admire the sporting spirit demonstrated by Manchester City in constantly challenging itself to do better." Tecno, which was established in 2006, has a presence in 41 emerging markets and, having sold 114 million phones in Africa, is one of that continent's biggest players.
"Having established leadership in Africa, we now want to grow into a global mobile leader for emerging markets," Ha said.
Tecno's basic-function phones sell for$10-$30, and its smart phones sell for between$50 and$350.
Tom Glick, City Football Group's chief commercial officer, said Tecno's global focus and commitment to its local markets reflect the club's ethos.
"We look forward to working with them to connect with Manchester City's global fan base," he said.
Simon Chadwick, a professor in sports enterprise at the University of Salford, said the partnership benefits both parties. Tecno will leverage on Manchester City's brand, and Manchester City will receive revenue.
"In addition, Manchester City has a culture that is not completely revenue-driven. It also focuses very much on relationship-building. So, it can benefit from brand image association with Tecno, especially in countries where Tecno has a strong brand image," Chadwick said."Unlike other clubs, Manchester City is never a part of the football 'aristocracy'. They are a newcomer with big ambitions, and, in this sense, they share much in common with Tecno."
