Manchester City has today announced that UK baby products brand Joie will become the naming-rights sponsor of the club’s Academy Stadium.
The deal is another step in Manchester City’s diversification of its sponsorship portfolio in a bid to decrease its reliance on main partner Etihad Airways and other related-party sponsorships with brands from the same region as the City Football Group’s majority owner Abu Dhabi United Group.
The Joie Stadium, as the 7,000-seater arena will be known, is where Manchester City women’s team play home matches, making it the first stadium in the English Women’s Super League to have its own naming-rights sponsor.
Joie first came on board with Manchester City Women in March as ‘Official Family Partner’ in a multi-year deal, and has upgraded its rights package to include the stadium, which also hosts academy and youth team matches.
Joie will receive additional branding assets throughout the stadium, and activation rights at every Manchester City Women home match. The brand will also offer fan experiences and prizes, and co-create content with the women’s first team to be shared across the club’s digital channels.
Gavin Makel, Manchester City Women managing director, said: “It is a further reflection of the importance, growth and commercial appeal of Manchester City Women and the wider women’s game and we are excited to work together with Joie to maximise opportunities for families at our matches.”
David Welsh, Joie senior managing director, added: “We believe that football offers an unforgettable experience for families and by partnering with Manchester City Women and becoming the Official Stadium Naming Partner, we aim to make it truly accessible for all – whether that’s families with babies or parents of older children who will love playing in the Fan Zone.”
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The club recently saw cryptocurrency exchange OKX upgrade to men’s sleeve sponsor, and Japanese beer brand Asahi take on the vacated men’s training kit sponsor. Chinese home appliance manufacturer Midea extended its global sponsorship of the club in May.
It is thought that the club would be willing to exchange the Abu Dhabi-based airline Etihad for a non-related-party brand in the role of men’s main shirt and stadium naming-rights sponsor if the right offer was forthcoming.
