Manchester City, Xylem Global Water Alliance Flows Beyond Soccer Pitch
By Barry Janoff
July 10, 2018: Manchester City, defending champions of the English Premier League, have signed a deal with water technology firm Xylem that goes far beyond the confines of the soccer pitch.
The global multi-year alliance, which names Xylem as the club’s “official water technology partner,” will seek to raise awareness about “pressing global water challenges and solutions.”
Xylem said it would work with Manchester City on such Watermark projects as building water towers worldwide in communities that do not have access to clean water.
Accord to Xylem Watermark, the company’s social investment platform, “2.1 billion people lack clean drinking water at home.”
Financial terms of the alliance were not released.
The deal also includes MLS’ NYCFC and Manchester City women’s team.
“Manchester City and Xylem share a common commitment to operating in a sustainable and innovative way whilst enhancing the lives of people in our communities around the world,” Damian Willoughby, svp-partnership for Manchester City Football Group, said in a statement.
“We are delighted to announce this new partnership with Xylem. We are excited to harness the global appeal of football to raise awareness of water challenges and support Xylem’s efforts to tackle these issues.”
Xylem, with U.S. headquarters in Westchester County, NY (just north of New York City), will receive branding in ManCity’s Etihad Stadium on match days and at the City Football Academy.
Multi-media support also includes a launch spot that touts the effort between Manchester City and Xylem, “Let’s Solve Water.”
The spot intersperses soccer action with technicians and other Xylem employees working on solutions and issues.
Text offers: “July 2018. A new team is born. Xylem, world leader in water technology, and Manchester City, globally renowned football club. Different organizations. Shared values. Innovation. Integrity. Creativity. Inclusivity. Sustainability. Intensity.
“A unique partnership with a common goal. To develop joint programs that inspire positive change and create real economic and social value around the world. Together, let’s raise awareness of the world’s water challenges. Let’s create a better future. Let’s solve water.”
The campaign will have a strong social media push (#LetsSolveWater), where Manchester City has 34.5 million followers on Facebook, 7.1 million on Instagram and 6.3 million followers on Twitter.
According to Patrick Decker, president and CEO for Xylem, “To partner with a club that is committed to bringing about positive social change through football is a natural fit. Working with Manchester City, we will extend our reach to their massive fan base and, in doing so, increase our ability to create social value.”
Decker said the company was “excited to engage with their amazing fans around the world.
“Our purpose as a company is to create both economic and social value. We do that every day by bringing solutions to market that solve water needs and challenges, and through our Xylem Watermark program,”said Decker.
The partnership was unveiled in Singapore during International Water Week, a global platform for co-creating innovative water solutions.
ManCity partners also include jersey sponsor Etihad Airways, Nike, Nissan, SAP, Gatorade, EA Sports, Carlsberg and Nexen Tire.
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