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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