Manchester City Solidifies Global Dominance with Renewed Rexona Partnership & Paramount+ Collaboration
Manchester City Football Club continues to strengthen its position as a global sporting and commercial powerhouse,announcing a multi-year extension of its partnership with Rexona and a strategic media collaboration with Paramount+. These moves underscore the club’s commitment to both on-field excellence and expanding its reach to fans worldwide, particularly in key growth markets like the United States.
rexona Partnership: A Continued Pursuit of Performance
The renewed partnership with Rexona, a leading deodorant brand, builds upon a prosperous relationship rooted in shared values. Both Manchester City and Rexona prioritize performance, consistency, and pushing boundaries.
“Our partnership has grown from strength to strength, driven by a shared commitment to performance and innovation,” stated a club representative. They are excited to continue delivering impactful campaigns, engaging content, and unique experiences for fans globally.
Benjamin Curtis, Global Brand vice president for Rexona, echoed this sentiment. He emphasized that Manchester City embodies the standards of performance and consistency that define the Rexona brand.”We’re excited to continue this partnership with a club that never lets up and together bring fans closer to the action,” Curtis added, “through products and experiences they can count on.”
Expanding US Footprint with Paramount+
Alongside the rexona extension, Manchester City is strategically deepening its engagement with American football fans through a collaboration with Paramount+. This partnership marks a notable step in the club’s broader strategy to cultivate a stronger presence in the United states.
here’s how the Paramount+ collaboration will unfold:
* Prominent Branding: Paramount+ branding will be featured across Manchester City’s US-facing digital and social media platforms throughout the 2025-26 UEFA Champions League campaign.
* Integrated Content: Paramount+ will be seamlessly integrated into Champions League content, offering exclusive branded features and compelling storytelling tailored for American audiences.
* Localized Content Production: This collaboration complements existing initiatives like City Studios NYC, an in-house content hub dedicated to producing localized media for North American viewers.
* Enhanced Fan Experience: The goal is to connect with American football fans on a deeper level, offering them unique access and insights into the world of Manchester City.
A Growing Portfolio of Global Partnerships
These announcements are part of a larger trend of Manchester City forging strategic alliances with leading global brands. this demonstrates the club’s ability to attract significant investment and expand its commercial reach.
Currently, Manchester City boasts partnerships with:
* Destination Sport Group
* Midea
* PUMA
* Wake-Up 24/7
* viagogo
* snuggs
* “Medlock” Entertainment Hub
* VTEX
* Publicis Sapient
* Veritran
* Evelyn Partners
* Revolut
Dual Ambition: Commercial Leadership & Cultural Impact
Manchester City’s approach isn’t solely focused on financial gains. The club is actively pursuing a dual ambition: maintaining its commercial leadership in global sport and deepening its cultural footprint in key growth markets.
You’ll see this reflected in their investment in localized content, fan activations, and strategic partnerships designed to resonate with diverse audiences. This holistic approach positions Manchester City for continued success, both on and off the pitch, for years to come.
What This Means for You, the Fan
These developments translate into more engaging content, exclusive experiences, and a closer connection to the club you love. Whether you’re a long-time supporter or a new fan discovering the excitement of Manchester city, you can expect a continued commitment to innovation and a growing global community.