Manchester City get creative with YuYuan Art deal

Manchester City get creative with YuYuan Art deal
English soccer giants Manchester City have announced a new commercial deal that sees YuYuan Art become the Premier League club’s official art, culture and soccer education partner.

Launched in Shenzhen, the City Football Group-wide (CFG) partnership is the latest move designed to grow the flagship club’s presence in China. 

Over the course of a multi-year agreement, the art investment group will collaborate with CFG on education projects combining soccer with the arts, including integration of art into training programmes and teacher education. The deal also sees the creation of art education displays at the Etihad Stadium, along with matchday branding.

Speaking at the launch event held at YuYuan Art Gallery, Scott Munn, CFG chief executive, said: “China is an extremely important and exciting football market, which we have been focused on for some time.

“It is a unique and creative partnership where two organisations with a heritage of community values are collaborating to empower the lives of others. With a truly global approach, we’re excited to work together to create something new and meaningful.”

Andy Guo, YuYuan Art chief executive, added: “YuYuan Art are touched by the spirit of Manchester City. With the form of culture and art education, we will bring the core values of Manchester City to China, and spread the positive energy of football through art.”

The new partnership will work with CFG’s portfolio of soccer clubs including Manchester City, New York City, Melbourne City, Girona, Yokohama F Marinos and the recently acquired Chinese club, Sichuan Jiuniu.

Former City player, Paul Dickov, is taking on an ambassadorial role for the partnership, providing representation at key events.

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