I was pointing out the marketing growth of Manchester City and how their partnership with Nike did boost their global reach. Recently Scheik Mansour’s club appointed famous english chef Jamie Oliver to provide matchday food at Etihad Stadium this season.
Clubs are always on the lookout for new revenue streams and how to position their brand to reach out to their fan base. Partnering with non football related icons is a very interesting route. City inked a partnership with Hugo Boss which opens up the fashion, class and elegant component of their marketing positioning.
The deal with Jamie Oliver is worth £6 million. Around 700 catering staff will be employed on matchdays to help serve the new food beneath the stands and in the corporate sections.
Oliver said: “Basically, I came from a pub restaurant in Essex. Growing up, I was passionate about food as you are probably aware. For the last 10 years I have been looking at food in different ways to see how it can be disrupted and to try and up the game at schools, stores, airports and at festivals.
“Stadiums have always been the holy grail…People want pies and burgers and dogs. We want to take them apart and we want to make Man City’s stadium food the best in the country.” [Source: Sport Business]