Manchester City FC has announced a new partnership with Aldar Properties PJSC which sees the company become the club’s official real estate partner.
The sponsorship looks to build new development projects within real estate, retail and football education, building on the team’s growing portfolio of partners within the region over the last few months.
Alder – backed by Mubadala Investment Company, whose CEO is also City’s Chairman, Khaldoon Al Mubarak – will use the Manchester City brand and intellectual property to ‘promote select residential projects’ to the Premier League side’s followers.
Stephan Cieplik, Senior Vice President of Global Partnership Sales, City Football Group, commented: “As a club, we are continually working to find new ways to engage with our global fan base and offer unique experiences for our communities around the world. By aligning with Aldar, the club will be able to further use the power of football to make an impact within the region and build on Manchester City’s growth in the UAE.
“The team at Aldar have impressed us with their vision and commitment to our shared values and we look forward to working together throughout this partnership on a host of exciting activations whilst showcasing their world-class real-estate projects in the region.”
The collaboration also looks to help local communities as well as ‘enrich the football landscape’ in Abu Dhabi and the UAE, whilst giving Aldar brand further brand recognition at the Etihad on matchdays in return.
Furthermore, the Emirati holding enterprise has also stated that it will also introduce exclusive events and campaigns to get fans more involved in the top-flight side.
Rashed Al Omaira, Chief Commercial Officer, Aldar Properties, added: “This is a very exciting partnership for us and one that will help us to bring Aldar closer to customers and investors in international markets and provide them with access to Abu Dhabi’s vibrant real estate market.
“This partnership will also promote and encourage sport in Abu Dhabi and will enable the next generation of UAE footballers to learn from some of the world’s top football coaches.
“We look forward to embarking on this exciting journey with Manchester City, and we hope that the 2020/21 Premier League Champions can add further silverware to their collection this season.”
This month, Man City has also formed a partnership with Abu Dhabi-based Emirates Palace, becoming the club’s luxury hotel partner, a government run enterprise. This was shortly followed by the club’s deal with renewable energy and sustainable development company Masdar, in a bid to support a global sustainability campaign – this firm is also backed by Mubadala Investment Company.
In its recent annual report for 2020-21, the club has reported that its ‘steady growth’ has resumed, after being interrupted by COVID-19. In the season where the men’s first team finished with the Premier League title, the side saw an increase in total revenues to £569.8 million, with a profit of £2.4 million.