Man City's secret 'Virgin brand' plans revealed

BRAND POWER: An artist's impression of what a City branded credit card might look like. (Supplied)

A mock-up of a Man City branded bus. (Supplied)

A scooter decked out in Man City colours with the City logo. (Supplied)

The Virgin brand is being used as a model for the City brand. (Supplied)

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Manchester City’s new owners are studying plans to re-brand the club under the ‘City’ name that aims to emulate the success of the Virgin brand, Arabian Business can exclusively reveal.

The plans, contained in an 83-page document titled ‘A New Model for Partnership in Football’ obtained by Arabian Business, also outline possible partnerships with multinational companies including India’s Tata and China Mobile.

The document outlines a strategy to take the club to a global level, with major re-branding that would see it move into financial services, fashion, retail, transport, communications - and even fast food outlets.

It says the club’s brand must aim “to be the Virgin of Asia and the world”. It even features Virgin brands such as Virgin Atlantic as a comparison.

Among the ideas outlined in the confidential document are:

*A range of new energy drinks, in partnership with Red Bull, called “City Powered, City Energy and City 24/7”.

*A tie up with Indian car maker Tata for “Citycars”.

*A deal with China Mobile for calling City branded phone cards to be used in China.

*A range of credit cards branded “Citycard”.

*Branded mini-coopers, scooters and helmets.

*An entire fashion range.

*A range of food outlets called “City Eating”.

*A partnership with local boxing hero Ricky Hatton, dubbed “City Training”.

The document urges a major drive into several new areas of business, saying: “We are moving beyond traditional marketing approaches to create a new brand that takes the best of the football club but provides unprecedented value to our partners.”

It is understood that the document is being studied by Abu Dhabi United Group for Development, which last week acquired the club.

“It was prepared before the takeover, but obviously was a key part in the decision to buy the club, as it shows in great detail just what can be done. We are studying it closely to see how we can move forward,” said a source close to the club.

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CityCard ?
Posted by Davey, Dubai, UAE on Monday 8 September 2008 at 13:27 UAE time

With Abu Dhabi now rebranding Manchester City to creating a Citycard, how long until Kingdom Holdings rebrands Citibank into a premiership footy team?
Here is an alternative "Wacky" idea for you.
Try sticking to what you know and doing it well, then, and only then, let the marketing boys out of their cage !

Man City Brand
Posted by Leigh Vernier, Riyadh, Saudi Arabia on Monday 8 September 2008 at 12:42 UAE time


A big caveat. The success of the soccer team is first priority. Matches lost would damage and redefine any secondary brand.

Therefore, branding should focus first on developing a winning team and tangible gains. Example, top four in Premier league or winning the FA Cup.
Brand on the pitch subdivides into success of individual players. The projection of the personality and their ability to serve as role models, fashion icons, a spokesman, a TV celebrity.
At a third and later stage Man City should get into fashion clothes, sports equipment, credit card, magazines etc.

I wonder
Posted by AirMiles, Dubai, UAE on Monday 8 September 2008 at 12:34 UAE time


I wonder what Man City fans think about this. It's certainly enthusiastic and there's nothing wrong with that. Maybe we're too used to seeing the Abramovitch style of ownership. Sit and brood in the back row, take the credit when the team wins something. Blame someone, usually the hapless manager, when it goes wrong. (And I'm a Chelsea fan!) Could never see Abu Dhabi being happy as a silent partner.

Oh City
Posted by harry, Dubai, UAE on Sunday 7 September 2008 at 18:34 UAE time


Oh dear Man City.... what have you done?

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