Coconut-based beverages producer Coco Joy, a brand owned by the FAL Food and Beverages Group, has entered into a global partnership with the City Football Group.
Under the deal, the terms of which were undisclosed, Coco Joy will build on its existing partnership with Australian A-League club Melbourne City to become a partner of other CFG-operated teams Manchester City of the English Premier League and New York City FC from North America’s Major League Soccer.
As part of the agreement, Coco Joy branding appeared on the jersey sleeves of Manchester City players during the club’s pre-season tour of Australia.
In addition, Coco Joy will work with CFG to undertake additional marketing activities in New York and Manchester.
Omar Berrada, commercial director of City Football Marketing, which brokers CFG’s commercial partnerships, said: “We have had an excellent relationship with Coco Joy in Melbourne and it is a fantastic success story for that partnership that we are now going to be working together at Manchester City and New York City FC as well.”