By David Owen
June 14 – The multi-club, multinational marketing platform offered by City Football Group (CFG) has received a new vote of confidence in the shape of a multi-year partnership with MusclePharm Corporation, a sports nutrition company.
CFG owns a string of football-related businesses, including most notably Manchester City of the English Premier League, but also Australia’s Melbourne City, New York City FC from the United States and a minority stake in the Japan-based Yokohama F.Marinos. The MusclePharm deal covers all four clubs.
Omar Berrada, commercial director of City Football Marketing, a CFG support company, said the group was “excited to partner and work closely with MusclePharm, which, like us, is committed to achieving the highest levels of performance for elite athletes”.
He went on: “We are also delighted to be working with another commercial partner across all of our clubs. This is another endorsement that CFG provides an ideal marketing platform for global brands seeking to engage with football fans all over the world.”
Brad Pyatt, MusclePharm founder and chief executive, said the company, whose brands include the Arnold Schwarzenegger Series, was “proud to be an official sponsor of CFG and all of its football clubs. Pyatt said the partnership was “consistent with our larger business strategy to partner with the world’s largest and most popular sport and leverage this significant global brand exposure”.
Disclosure of the deal came just ahead of the announcement that Frank Lampard – an England and Chelsea legend who played for Manchester City last season and is expected to turn out for New York City this summer – has been awarded an OBE in the Queen’s Birthday Honours List.
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