City Football Group On Taking Sports Brands Global

The article explores how City Football Group, owners of Manchester City FC, are expanding their brand globally in North America and Asia.

City Football Group On Taking Sports Brands Global

Anna HamillWarc

Taking a sports brand global is no easy undertaking, but if a brand is well placed to do it, an English Premier League (EPL) side in Asia is a fairly sure bet. In football-mad South East Asia in particular, the EPL enjoys much a higher status among fans than their own local leagues.

In North America, football has a lower profile than American favourites such as baseball, basketball or American football, but the recent success of  the US women's national team has drawn interest, especially from young Americans.

Tom...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands