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Manchester City continue Nissan sponsorship in wider CFG renewal

Partnership, which is entering its third term, now covers five clubs in total.

5 November 2021 Rory Jones

Getty Images

  • Nissan became CFG’s first multi-club partner in 2014
  • Manchester City manager Pep Guardiola has been Nissan ambassador since 2019
  • New deal also includes Chinese club Sichuan Jiuniu FC

City Football Group (CFG), the owner of Premier League champions Manchester City, has announced an extension of its global partnership with Japanese car manufacturer Nissan.

Nissan was the first brand to partner with multiple CFG-owned soccer clubs in 2014, when it became the official automative partner of Manchester City, New York City FC and Melbourne City FC.

Since then, the partnership has been expanded to include Spanish outfit Girona FC, with the latest extension also covering Chinese second-tier club Sichuan Jiuniu FC.

The extension means Nissan will continue to benefit from exposure during Manchester City, New York City FC and Melbourne City FC games, as well as at Girona and Sichuan Jiuniu fixtures.

As part of the renewal, Manchester City’s manager Pep Guardiola is set to continue his role as a Nissan ambassador, which he first took up in 2019.

Guardiola will feature in Nissan’s latest online content campaign, in which Swiss Formula E driver Sebastien Buemi drives an electric race car with the City manager to the club’s Etihad Stadium.

“City Football Group’s partnership with Nissan made history in 2014 as the first partnership to include multiple CFG clubs and we’re delighted to extend our relationship once again,” said Roel de Vries, CFG’s chief operating officer.

“Nissan share our passion for innovation and our aim to excite people, whether that be with world-class football or automotive technology, as it shows in Nissan’s latest campaign.”

Juan Hoyos, divisional general manager of global brand and marketing at Nissan, added: “We look forward to building on the successful developments to our Yokohama F Marinos football club in Japan as well as leveraging the passion of the City Football Group clubs around the world to connect our brands and bring innovation and excitement to their fans.”

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