Web development provider Wix.com has partnered with Manchester City FC in a sponsorship deal promoted through a player-led webfilm and offering fans rewards for brand engagement.
The website development platform has linked with Manchester City’s parent company, City Football Group (CFG) in a deal that sees it become the official website design and hosting partner for all three of the company’s clubs – Manchester City FC, New York City FC and Melbourne City FC.
The collaboration is celebrated with the launch of an online film revolving around website creation and featuring several of the team’s top stars (including Pablo Zabaleta, Fernandinho, Nicolas Otamendi and Raheem Sterling) as well as with well known, jovial British footie pundit Chris Kamara who provides the voiceover commentary.
This alliance sees Wix.com collaborate with the club on engaging with supporters around the world through its suite of digital platforms – spanning both the team’s central website and across its social media channels.
In addition, the package offers Wix.com a significance presence within the club’s Etihad Stadium led by LED pitchside advertising for Premier League, FA Cup and League Cup matches.
The partnership also sees Wix.com customers and fans of all three City Football Group clubs a chance to scoop hospitality match tickets and a slew of other club-related prizes that include being a guest at first team training sessions.
Fan of @aguerosergiokun? Enter to win an epic weekend with the Kun & #ManchesterCity FC!
→ https://t.co/BMgjkU82cJ pic.twitter.com/qeKmgaeX23— Wix.com (@Wix) February 24, 2016
‘Working with a globally recognized football brand like CFG is part of our overall strategy to use the power of sport to reach worldwide audiences with our brand,’ outlines Wix.com chief marketing officer Omer Shai.
‘We have seen great success advertising in the NFL’s Super Bowl, and now we’re looking to expand to the most popular sport in the world – football.’
City Football Marketing’s group commercial director, Omar Berrada, added the partnership would ‘not only introduce our clubs’ global fan bases to an easily accessible online tool, but will also provide them with increased opportunities to get closer than ever to all the on the pitch and behind the scenes action taking place across Manchester City FC, New York City FC and Melbourne City FC’.
Comment
This campaign shows two things very clearly indeed.
Firstly that City is genuinely becoming a global property that brands looking to market and engage both within and beyond the UK are interested in aligning with.
Secondly, the launch video also demonstrates that even when a tech brand works with a football partner has technically sophisticated and forward thinking as Manchester City the creative activation can be distinctly vanilla and follows an old-school format that seems likely to fail to cut through the crowded landscape.
Even for an experienced brand that also recently teamed up with a major entertainment property to invest in sports marketing to the tune of a $5m Super Bowl spot.
Links
Wix.com:
Wix Twitter:
Wix Facebook:
Man City YouTube:
https://www.youtube.com/user/mcfcofficial
Man City Twitter:
Man City Facebook:
https://www.facebook.com/mcfcofficial
Man City Instagram:
https://www.instagram.com/mcfcofficial/
Man City Snapchat:
https://www.snapchat.com/add/mcfcofficial
Man City Google+:
