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Premier League champions Manchester City have extended and expanded their multi-year global partnership with water technology firm Xylem.
The renewal includes Manchester City’s men’s and women’s teams, as well as other clubs in the City Football Group (CFG). In addition to the English outfit, Xylem’s deal now covers Major League Soccer’s (MLS) New York City FC and Mumbai City in the Indian Super League (ISL).
Expanding on a partnership first agreed with the Premier League club in 2018, Xylem is hoping to use its marketing assets across the three clubs to expand on the one billion reach secured so far through its water sustainability campaigns by making an additional 100 million people aware of these outreach initiatives.
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Xylem’s partnership activations so far have included working with Puma on City’s away kit for the 2021/22 season on a design that not only sought to raise awareness of sustainability subjects but also used a special dope dye manufacturing process to reduce water consumption.
Going forward, Xylem will play a central role in CFG’s ambition of making its global operations carbon neutral and water positive by 2030. Through technology implementation and consultancy, Xylem will support the development of water usage and discharge strategies on existing, as well as future estate developments.
“Over the last four years, we have been able to successfully combine our place in the world of football with Xylem’s expertise in water education, to impact a huge number of people globally,” said Roel de Vries, group chief operating officer of City Football Group (CFG).
“Using the voice and influence of Manchester City, [New York City FC] and Mumbai City, we will continue to raise awareness and change behaviours around sustainable approaches. We look forward to continuing this work over the coming years.”
Patrick Decker, president and chief executive of Xylem, added: “Through our partnership, we are creating a unique and powerful platform to connect with millions of fans around the world, spark conversation on water challenges and solutions – and inspire widespread action. We’re energised by the opportunities that lie ahead, and the potential to accelerate progress in our mission to solve water.”
