Premier League club Manchester City has signed a new partnership with Chinese spirits brand JNC.
Under the multi-year global deal, JNC will become the club’s Official Baijiu Partner worldwide.
As part of the deal, JNC will get LED time at the Etihad Stadium, marketing rights, and rights to host co-branded activations and fan events.
Ahead of the 2019-20 season, JNC will be running prize draws for fans to win tickets to Man City’s pre-season tour matches in Shanghai and Nanjing.
JNC will also offer fans the chance to win Etihad Stadium tours, and will host match-day viewing parties in Chinese cities.
For JNC, the partnership is understood to be aimed at attracting younger consumers to the brand.
Baijiu – literally ‘white liquor’ in English – is the most popular spirit in China and the best-selling spirit in the world.
In 2017, 10.8 billion litres of baijiu were sold worldwide, according to drinks industry research group the International Wines and Spirits Record (IWSR).
JNC says it was founded over 1,500 years ago during the Later Tang Dynasty. It began as an imperial liquor and is now one of the biggest baijiu brands in China.
Damian Willoughby, senior vice-president of partnerships at City Football Group, said: “We are delighted to be able to highlight and educate our global fanbase on such an intrinsic aspect of Chinese culture.
“As our presence continues to thrive in China, fruitful collaborations like this one with JNC will offer millions of our Chinese fans the chance to experience the club in new and innovative ways.”
This year, Man City and owners City Football Group have increased their commercial focus on China.
In February, City Football Group acquired its first Chinese club, Sichuan Jiuniu, in partnership with China Sports Capital.
This summer, Man City’s Asia Tour 2019 will see the club compete in the Premier League Asia Trophy in Shanghai and Nanjing, alongside West Ham, Newcastle United and Wolverhampton Wanderers.
The Asia Tour 2019 – presented by Visit Abu Dhabi – is a separate commercial property to Man City. JNC is not an official partner of the Asia Tour 2019, but will be able to activate around it with events such as live viewing parties.