12th March 2026
March 12 – Manchester City have renewed their partnership with Chinese liquor manufacturer JNC Baijiu, extending a relationship that has focused on connecting the club with supporters across China.
JNC will continue as City’s Official Baijiu Partner, building on a collaboration that has now run for six seasons and forms part of the club’s wider engagement strategy in one of football’s largest international markets.
Since the partnership began, JNC – described as one of China’s leading liquor producers – has worked with City on a range of fan-focused activations across the country, including screening events, local campaigns and club initiatives aimed at bringing supporters closer to the team.
The brand has also featured prominently on matchdays at the Etihad Stadium, including a recent stadium takeover during City’s fixture against Fulham FC.
Beyond just matchday exposure, the partnership wants to lean into ‘cultural storytelling’ through social media campaigns around key moments in the Chinese calendar such as Chinese New Year, the Dragon Boat Festival and the Mid-Autumn Festival.
City players are no strangers to these campaigns, which regularly depict them taking part in traditional activities – from calligraphy and art to food and festive customs – aimed at creating more culturally relevant content for the club’s Chinese audience.
David Tang, CEO of City Football Group China, said the renewal reflects the strength of the relationship built over recent seasons.
“We’re delighted to extend our partnership with JNC. Through our partnership to date, we’ve worked closely with JNC to bring Manchester City closer to our fans across the world through innovative activations and unforgettable experiences.
“We’re looking forward to building on this strong foundation and continuing to create meaningful moments for our supporters.”
Off the back of an unexpected 3-0 defeat to Real Madrid at the Bernabeu last night, City will face West Ham United in London in this weekend’s Premier League fixture before returning home ready to face Los Blancos in Tuesday’s return leg.
Contact the writer of this story, Harry Ewing, at [moc.l1773313932labto1773313932ofdlr1773313932owedi1773313932sni@g1773313932niwe.1773313932yrrah1773313932](javascript:;).