MANCHESTER: Premier League champions Manchester City FC Wednesday announced a global multi-year partnership with JNC to become the club’s Official Baijiu Partner.
JNC, a leading liquor manufacturer in China, will have the opportunity to engage with City fans with consumer and marketing campaigns, match-day branding, as well as industry events.
JNC, an enterprise with more than 1,500 years of history, dates back to the reign of Emperor Dezong during the Later Tang Dynasty as an imperial liquor and Baijiu continues to be a popular traditional Chinese liquor to this day.
Damian Willoughby, senior vice president of Partnership at City Football Group, said: “It is with great pleasure that we announce this new global partnership and welcome JNC into the City family. Through the partnership we’re delighted to be able to highlight and educate our global fan-base on such an intrinsic aspect of Chinese culture.”
“As our presence continues to thrive in China, fruitful collaborations like this one with JNC will offer millions of our Chinese fans the chance to experience the club in new and innovative ways.”
Xia Bo, JNC Brand director, said: ”JNC’s global strategic partnership with Manchester City will further strengthen the connections between the club and fans, which allows the Chinese football fans to experience the club’s passion and beautiful football, while the overseas fans will get to know JNC and Chinese baijiu culture through Manchester City.
“JNC join hands with Manchester City to enhance the brand image and social influence for both parties, and hope to offer excellent experiences for global football fans.”
Manchester City has expanded its presence in China over recent years and in February, City Football Group announced the acquisition of Sichuan Jiuniu in China League 2, together with CFG shareholders CMC, through China Sports Capital.
Manchester City players will also be visiting China as they take part in the Premier League Asia Trophy in Shanghai and Nanjing in July.