December 4 – While Manchester City’s holding company City Football group has been making headlines signing up a $400 million shareholder to boost the group’s expansion into China, the company’s prime asset has been deepening its links with its domestic fans via an integrated marketing deal with a travel partner.
Virgin Trains have become the Official Travel Provider of City in the City – the club’s series behind-the-scenes events. Virgin Trains will also provide Manchester City fans with travel discounts along their extensive West Coast network, making the Man city the first Premier League club to negotiate an on-going discount travel deal for their fans.
Savings include a 25% discount on advance off-peak fares for all MCFC Cityzens members across the country. City fans based in London and the South East will be able to take advantage of 25% off First Class travel on trains from London to Manchester on matchdays.
Virgin Trains joins Henley Investments as a sponsor of City in the City for the 2015/16 season – Henley Investments became Series Presenting Sponsor in August.
City in the City is the club’s outreach programme for its southern-based fans to get closer to the Club in London and events generally take place before Man City play one of their London rivals. The events are aimed at the London business community.
Guest speakers have included City Football Services managing director Brian Marwood, president of sister club New York City FC, Tom Glick, manager Manuel Pellegrini and club captain Vincent Kompany.
A club press release said “Virgin Trains will also work closely with the Club on a number of bespoke brand activations throughout the season, designed to cater for both fans and corporate guests alike.”
Gary Iddon, General Manager for the North West, Virgin Trains, said: “We are excited to be working with Manchester City FC on a number of initiatives aimed at improving the experience of matchday travel for both their supporters and our non-football customers as well as on the series of events which makes City in the City unique.”
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