August 21 – Manchester City have signed Chinese air-conditioning brand Aux as their Official Air Conditioner Partner, adding another major Chinese company to the club’s global sponsorship portfolio.
The multi-year agreement is AUX’s first global sports partnership and gives the company a Premier League platform as it looks to build its name outside its home market.
It also follows City’s deal with Chinese electric vehicle giant BYD earlier this year. BYD became the club’s Official Automotive Partner in February, taking branding on the men’s training-kit sleeve and supplying vehicles, charging infrastructure and energy-storage batteries to the City Football Academy.
The two agreements give City sizeable commercial relationships with two Chinese brands using football as a route to international consumers.
Under the City agreement, AUX branding will appear on the Etihad Stadium’s pitchside LED boards, alongside digital and social media campaigns across the club’s channels.
The partnership was formally launched in Hong Kong during City’s pre-season tour.
Peter Laundy, Senior Vice President – Partnerships at City Football Group, said: “AUX is an ambitious and innovative brand with a strong international presence and a clear vision for continued global growth. That ambition aligns closely with Manchester City and makes AUX a natural partner for our club.
“Through the strength and reach of our global platform, we look forward to bringing the AUX brand to new audiences in key markets around the world, while creating distinctive and engaging experiences for our fans.”
Lemon Lv, President of AUX Home Appliances Group, added: “This signing with Manchester City is far more than a cross-industry cooperation; it represents two excellence-driven brands advancing side by side.
“Looking ahead, AUX will continue to drive innovation and deliver localised solutions for customers worldwide. Through its partnership with Manchester City, AUX looks forward to connecting with consumers globally and creating world-class experiences together.”
Manchester City, this season equipped with a new-look dugout after Pep Guardiola called time on his decade-long tenure, will open their Premier League campaign against Bournemouth at the Etihad on Sunday.
They currently look a far cry from the City of old during the Community Shield last Sunday, where they were well beaten by a slick Arsenal.
Contact the writer of this story, Harry Ewing, at harry.ewing@insideworldfootball.com