By Barry Janoff
March 17, 2017: Last year, the English Premier League moved to eliminate a rule that had prevented clubs from selling ad patches on the sleeves of their jerseys. Previously the exclusive territory of EPL patches, the organization said it would allow clubs to sell the space on the right sleeve, effective with the 2017-18 season.
With the sleeve billboard space open for sale, Manchester City today (March 17) became the first EPL club to take advantage of the situation, signing a deal with Nexen Tire as part of the South Korea-based company’s renewed marketing alliance with the team, which began in 2015.
The sleeve partnership with Nexen also includes the Manchester City Women, which recently signed two-time FIFA Women’s Player of the Year Carli Lloyd of the U.S. Women’s National Soccer Team via a deal through June.
Although financial terms were not disclosed, industry analysts estimate that clubs would charge about 20% of the price they get for their primary jersey-front sponsorships.
Manchester City has a ten-year jersey-front deal with Etihad Airways, which began in 2011, estimated at $24.8 million (U.S.) a year.
Among EPL clubs, the largest jersey-front sponsorship deal is between Manchester United and Chevrolet, a seven-year pact signed in 2014 estimated at $65.6 million annually. The average jersey-front sponsorship pact among EPL clubs is an estimated $14 million annually.
Other EPL clubs are expected to unveil jersey-sleeve deals before the next season begins in August 2017 (running through May 2018).
"We are delighted to continue our successful partnership with Nexen Tire," Ferran Soriano, CEO for Manchester City, said during a media conference in the City Football Academy in Manchester City. "At Manchester City, we are always striving to take an original approach to our commercial partnerships, creating great relationships and great content for our fans.
"We are especially pleased to be the first Premier League Club to secure an official sleeve partner. Nexen is an exciting and growing brand and we are extremely happy both to have extended and grown our relationship," said Soriano.
Manchester City is among the most popular soccer clubs in the world. The team’s Twitter page has 4.11 million followers, its Facebook page 23.5 million followers.
Manchester City partners also include Nike, Nissan, SAP, LG and EA Sports.
Nexen Tire said it would "implement various sports marketing activities to strengthen brand awareness as well as showcasing performance-driven technology worldwide."
English Premier League games are shown in the U.S. on NBC Sports, giving Nexen Tire a broad audience reach.
The company, with headquarters in Seoul, has also been increasing alliances with numerous sports associations in anticipation of the 2018 Winter Olympics in Pyeongchang. Next has had official alliances with numerous MLB teams, most recently the Texas Rangers, Los Angeles Angeles and Pittsburgh Pirates.
According to Travis Kang, CEO for Nexen Tire, "As a Korean company, we consider it an honor to announce the first EPL Club sleeve branding partnership for one of the world's greatest football clubs, Manchester City, introducing the Nexen Tire brand to football fans worldwide.
"Utilizing Manchester City and Nexen Tire's partnership as a key strategic marketing platform, Nexen Tire expects to increase the value of its business as a global company. At Nexen Tire, our world-class products continue to make inroads with customers around the world."
Back to Home Page