Manchester City has officially partnered with Wake-Up 247, designating the energy drink brand as its newest official sponsor in Vietnam. This announcement highlights the club’s strategy to solidify its presence within Asia and tap into the growing market of enthusiastic fans on the continent.
Having garnered a tremendous following in Asia, Manchester City continues to expand its appeal, particularly in Uzbekistan, where the excitement surrounding the club has intensified since the signing of young defender Abdukodir Khusanov in January. Khusanov’s move from RC Lens, reported to be over £33 million, has sparked considerable interest among fans, many of whom are now eager to purchase tickets to see him play as part of the team that has claimed four consecutive Premier League titles. As the first Uzbek player to participate in the English top-flight, Khusanov represents a significant milestone for football in his home country. His swift integration into Pep Guardiola’s starting lineup, especially during periods of defensive injury crises, has made him a prominent figure within both the club and the Asian football scene.
This strategic partnership with Wake-Up 247 marks another crucial development in City’s efforts to expand their influence in Southeast Asia. Together, they will launch co-branded products that will showcase the Manchester City crest along with images of star players like Erling Haaland and Kevin De Bruyne. Such initiatives are designed not only to promote the Wake-Up 247 brand but also to elevate Manchester City’s visibility and relevance among local fans, helping to foster an even stronger connection with the community.
Furthering their commitment to this collaboration, Manchester City is dedicated to assisting Wake-Up 247 in expanding its market reach. As part of the deal, City will provide LED advertising at the Etihad Stadium during match days, which is anticipated to amplify brand recognition and generate significant engagement among match-goers, as reported by Insider Sport. This strategic advertising placement is set to enhance the visibility of both the energy drink and the football club, ensuring that fans are consistently reminded of the partnership.
Thang Truong Cong, the CEO of Masan Consumer Holdings, which owns Wake-Up 247, expressed his excitement about the collaboration, stating, “We are thrilled to partner with Manchester City, an organization that shares our commitment to continuously improving and embracing any opportunity. At Wake-Up 247, we strive to inspire consumers to confront their challenges directly, ignite their ambitions, and persevere with resolve. This partnership aligns perfectly with our vision, as both Wake-Up 247 and Manchester City aim to motivate everyone to pursue greatness.”
Kaitlyn Beale, who serves as the Vice President of Global Partnership Sales at City Football Group, also reflected on the significance of this partnership. She said, “We are pleased to announce our regional partnership with Wake-Up 247, welcoming this great brand to our diverse partner portfolio. The fanbase that Manchester City has cultivated passionately spans across Asia, including Vietnam, and we are eager to collaborate with Wake-Up 247 in creating new and engaging experiences for our fans.”
This partnership between Manchester City and Wake-Up 247 is more than just a promotional relationship; it symbolizes a deeper commitment to fostering connections and building bridges with fans in Asia. By aligning their goals, both organizations aim to create a ripple effect of inspiration and drive among consumers and supporters alike, enhancing both brands’ resonance in local communities and laying the groundwork for future successes in the dynamic world of sports and commerce.
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