Premier League leaders Manchester City have announced a multi-year partnership with Tinder.
The dating app will sponsor the English soccer giants’ men’s and women’s teams, along with City Football Group sister club New York City FC of Major League Soccer (MLS).
Tinder will work with City’s teams to create ‘exciting and unique experiences for Tinder users and football fans’ which will include exclusive access to games and fan activations. City says the partnership will have a ‘strong millennial and digital focus’.
The Press Association reports that the agreement is worth several million pounds.
The partnership will be celebrated by a blimp featuring Tinder and City branding flying over Manchester on Thursday.
Tinder will also switch its colours across social platforms to City blue ahead of the Manchester derby at the team’s Etihad Stadium on Saturday.
The agreement represents Tinder’s first sports partnership, but comes after city rivals Manchester United were linked to a sleeve sponsorship deal with the company in August.
Tom Glick, chief commercial officer of City Football Group, said: "Tinder is a huge global platform which, just like football, is bringing millions of people together every day all around the world. Football is all about a community of fans, sharing moments, emotions and passion for the sport they love.
"Together with Tinder, we have a great opportunity to explore how we can combine Tinder's significant appeal and reach with our global audience to create even more relationships in a new, fun and creative way. We believe this will be a perfect match for Tinder and for City."
“Tinder’s global presence and highly engaged user base gives us a unique understanding of what people all over the world are passionate about,” added David Wyler, vice president of partnerships. “And they’ve made it clear that they have a love for sports, particularly football. Football is a sport where anything can happen at any moment. We wanted to be true to the game and do something unexpected by surprising the fans and our users with news of our partnership in a fun and creative way."
Manchester City suffered a 3-0 defeat in their away leg against Liverpool in the quarter-final of the Uefa Champions League on Wednesday. They host Manchester United in the derby on 7th April, then welcome Liverpool in the return leg of their European fixture on Tuesday 10th April.