Manchester City’s 2023-24 season was not only defined by historic on-pitch achievements but also by the continued strength and evolution of its commercial ecosystem. The Club’s ability to foster long-term relationships with global brands, while embracing innovation and community impact, underscores its position as one of the most forward-thinking organizations in world football.
This season saw 15 commercial partners celebrate more than five years of collaboration with the Club, a testament to the mutual value created through sustained engagement. Additionally, nine partners entered new agreements, signaling continued confidence in Manchester City’s global appeal and strategic vision.
Elevating Partnerships: From Sleeve to Sustainability
One of the most visible upgrades in the 2023-24 season was OKX stepping into the role of Official Sleeve Partner for both the men’s and women’s first teams. This marked a significant elevation from their previous status as Official Training Kit Partner during the 2022-23 season, reflecting deepening trust and expanded collaboration.
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The sleeve partnership has proven to be more than just branding—it's a platform for digital innovation, fan engagement, and global visibility, aligning perfectly with Manchester City’s tech-forward approach to modern football.
Asahi Super Dry: Blending Culture, Tech & Fan Experience
The introduction of Asahi Super Dry as the Official Training Kit Partner brought a wave of creativity and interactivity to the Club’s commercial lineup. The brand launched the world’s first augmented reality (AR)-enhanced training kit, allowing fans and players alike to scan the Asahi Super Dry logo on the shirt and unlock a stunning Japanese-inspired electrical light display.
This innovative campaign didn’t just captivate fans—it earned industry recognition, winning the Drum Awards AR & VR category, highlighting how football partnerships can transcend traditional advertising to become immersive experiences.
Beyond technology, Asahi Super Dry leaned into local culture with “Derby Day is Different Here”, a campaign celebrating both the men’s and women’s Manchester derbies in March. The initiative featured:
- A bespoke mural artwork on an iconic Manchester street
- An Asahi Super Dry-branded tram cruising through the city
- A pop-up Cityzens Arms pub, transforming matchday into a full-city celebration
These activations fused Japanese craftsmanship with Mancunian spirit, creating memorable moments that resonated across fanbases and cultures.
Etihad Airways: A Global Takeover with Local Pride
As a long-standing partner, Etihad Airways continued to push creative boundaries. In a bold move, the airline executed a full takeover of Zayed International Airport in Abu Dhabi, reimagining it as a tribute to Manchester City. The campaign featured seven first-team players and manager Pep Guardiola in a cinematic short film celebrating the airline’s new hub.
The video, blending football passion with aviation innovation, amassed over 175 million views globally, reinforcing the emotional and cultural ties between Manchester and Abu Dhabi. This wasn’t just advertising—it was storytelling at scale, powered by a shared vision.
Nissan: Celebrating History with Digital Creativity
Manchester City’s historic “Four-In-A-Row” Premier League title win was commemorated in style by Nissan, the Club’s Official Automotive Partner. Nissan created a Connect 4-themed CGI stunt that paid homage to the achievement in a uniquely playful way.
In the digital campaign, the Nissan Ariya—an all-electric SUV—delivered the fourth winning piece just before it dropped into the game frame. The stunt combined nostalgia, technology, and brand alignment, showcasing how automotive partners can engage fans beyond traditional sponsorships.
New Partnerships Driving Sustainable & Social Impact
The 2023-24 season also welcomed two major new additions to Manchester City’s commercial portfolio—both aligned with sustainability and community values.
JinkoSolar: Powering the Future of Football
Global solar technology leader JinkoSolar became the Club’s Official Solar Energy Partner, marking a significant step toward environmental responsibility. The partnership supports Manchester City’s ambition to transform the City Football Academy (CFA) into one of the largest producers of renewable energy in world football.
By integrating cutting-edge solar solutions across facilities, JinkoSolar and Manchester City are setting a benchmark for eco-conscious sports organizations. This collaboration goes beyond branding—it's a long-term commitment to reducing carbon footprints and inspiring sustainable practices across the industry.
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Kellogg’s: Fueling Youth & Community Programs
Another high-impact addition was Kellogg’s, named the Official Breakfast Cereals Partner for both first teams. This multi-year deal unites two iconic brands deeply rooted in Manchester’s history and culture.
Beyond matchday visibility, Kellogg’s partnered with City in the Community (CITC) to deliver the national “Kellogg’s Football Camps” program at the City Football Academy. The initiative provided:
- Free holiday football training for children
- Nutritious breakfasts for all participants
- Accessible programs for underserved communities
By addressing food insecurity and youth engagement, this partnership exemplifies how commercial alliances can drive real social change.
Long-Term Loyalty: Milestones That Matter
While new deals made headlines, the enduring strength of existing relationships stood out. Several partners reached major anniversaries:
- Midea: Celebrated its 5th season with the Club
- Unilever: Marked its 6th year of collaboration
- Nexen Tire: Entered its 9th season, approaching a decade of partnership
These milestones reflect more than contract renewals—they represent trust, shared growth, and co-created value across markets and continents.
Other partners renewing their commitments included Axi, Socios, DSquared2, Qualtrics, and Linking Entertainment, each contributing to a diverse and dynamic commercial ecosystem.
Why Manchester City’s Commercial Model Stands Out
Manchester City’s commercial success isn’t accidental. It’s built on three core pillars:
- Innovation Integration – From AR kits to CGI stunts, partners are encouraged to think beyond logos.
- Community Connection – Campaigns like Kellogg’s Football Camps ensure impact beyond stadiums.
- Sustainability Leadership – Partnerships with JinkoSolar set new standards for green sports infrastructure.
These elements combine to create a commercial strategy that’s not only profitable but purposeful—appealing to modern consumers who value authenticity, technology, and social responsibility.
Frequently Asked Questions (FAQ)
Q: What is Manchester City’s most innovative partnership in 2023-24?
A: Asahi Super Dry’s AR-enhanced training kit stands out as the most innovative, winning the Drum Awards for AR & VR. It allowed fans to unlock interactive content by scanning the shirt logo.
Q: How is Manchester City supporting sustainability through partnerships?
A: Through its collaboration with JinkoSolar, the Club is working to make the City Football Academy one of the largest renewable energy producers in football, using advanced solar technology.
Q: Which new partners joined Manchester City in 2023-24?
A: JinkoSolar (Official Solar Energy Partner) and Kellogg’s (Official Breakfast Cereals Partner) joined as new partners, both focusing on sustainability and community impact.
Q: How many partners renewed or extended deals this season?
A: Nine partners entered new agreements, while 15 have been with the Club for over five years, highlighting strong long-term relationships.
Q: What role did OKX play in the 2023-24 season?
A: OKX served as the Official Sleeve Partner for both men’s and women’s teams, expanding from their previous role as Training Kit Partner and enhancing digital engagement initiatives.
Q: How did Etihad Airways celebrate its partnership this season?
A: Etihad executed a full takeover of Zayed International Airport featuring players and Pep Guardiola in a viral video that garnered over 175 million views worldwide.
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Manchester City’s 2023-24 commercial journey reflects a sophisticated blend of tradition and transformation. By nurturing loyalty, embracing technology, and prioritizing purpose, the Club continues to set new standards—not just in football, but in global sports business strategy.