Carlsberg to help Manchester City strengthen ties with US fans during pre-season tour

Carlsberg will run activations around City's games in the US in a bid to help grow the club's US fan base

Carlsberg will help Manchester City strengthen its North American fanbase during the upcoming US pre-season tour after agreeing a deal to become the club’s official US beer partner.

The Premier League club signed a one-year deal with the Danish beer giant’s exclusive US importer, St. Killian, which will collaborate with City to provide “innovative and engaging” ways to connect with fans in the US.

As well as hosting sweepstake competitions giving fans the opportunity to win tickets to the Manchester derby taking place in Houston on 20 July, Carlsberg will also hold several events in LA and Nashville to engage with fans during the club’s fixtures there.

Manchester City’s senior vice president of partnerships, Damian Willoughby, said Carlsberg’s “creativity and innovation” would help the club form a stronger relationship with fans in the US.

He added: “As we look to embark on our pre-season tour in the United States, we have a unique opportunity to connect with our local fans and create unforgettable memories.”

While Carlsberg will serve as City's US beer partner Heineken last year agreed a new deal to remain the club's exclusive UK beer partner.

The sponsorship deal with Carlsberg is part of a growing trend within the sport which is seeing top European clubs open up more commercial opportunities to sponsors.

Separate training kit sponsorship deals have become common place with clubs like Chelsea having energy drink partner Carabao as their training shirt sponsor while Japanese tyre firm Yokohama front their match day kits.

Bet Victor and Aon have training kit deals with Liverpool FC and Manchester United respectively and Aon are the presenting partner of United’s summer tour.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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