ENGLISH PREMIER LEAGUE champions Manchester City have signed luxury fashion label Hugo Boss as the club’s official fashion and clothing partner.
The German brand will design club suits for first team players and management staff to be worn at official engagements and prospective cup finals.
The partnership is one of the first deals to be brokered under Tom Glick who was appointed to the new role of chief commercial and operating officer for the club in May 2012.
Glick was brought in from Championship club Derby County in an effort to maximise the commercial and sponsorship opportunities for Manchester City off the back of the team’s recent competitive success.
While much of the value of the new partnership will be in kind via the provision of formal wear to players and staff, Frontloaded estimates Hugo Boss will contribute at least £1m per year for official marketing rights.
The fashion brand will also be sure to take advantage of the enhanced hospitality opportunities at the club – the result of a recent restructuring of its match day packages available to fans in conjunction with club partners.
Frontloaded learnt this week how data agency Two Circles has been working with Manchester City to improve and develop its membership schemes, while also deploying data-driven marketing to target new hospitality customers with offers tailored to individuals’ preferences.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG