Manchester City is a soccer club known around the world, but they now have a new American partnership. On Friday, Carlsberg was announced as the Official U.S. Beer Partner of Manchester City Football Club.
If sports fans are unfamiliar with Man City, they are a soccer team in the English Premier League. And they are among the best teams in soccer around the world.
In a statement, the club announced the new partnership.
“English Premier League side Manchester City Football Club has signed a one-year deal with St. Killian Importing, the exclusive Carlsberg Beer importer in the United States, to become the Club’s regional beer partner. Carlsberg will be working with Manchester City on their 2017 pre-season tour of the United States.”
“In addition to hosting an exciting sweepstakes competition to win tickets to the Manchester derby taking place in Houston on July 20, Carlsberg will be running several activations to engage fans across City’s games in Houston, L.A and Nashville.”
The partnership might not seem like much, but it shows how important soccer is becoming in American culture. Not only is it an American partnership, but also adds to the club’s hold on New York. There were rumors when New York City FC was announced as an expansion MLS club that they were tied with Manchester City. While there is still skepticism, the clubs appear to function separately.
Carlsberg steps into some unfamiliar territory, but everyone is counting this as a victory for the U.S. and Man City.
Commenting on the new partnership, Damian Willoughby, Senior VP of Partnerships for City Football Group, said:
“We’re delighted to be teaming up with an exciting regional partner like Carlsberg who share Manchester City’s passion for creativity and innovation.
“As we look to embark on our pre-season tour in the United States, we have a unique opportunity to connect with our local fans and create unforgettable memories.”
As this partnership begins to bloom, remember that soccer–football–is here to take over New York and the rest of the United States. And is continuing to gain popularity in a place that seemed almost impossible to gain fans from.