April 5 – Manchester City and Tinder have turned their courtship into a multi-year partnership in a deal that will also see the dating platform connect with sister club New York City FC in the MLS.
This is Tinder’s first sports marketing partnership. David Wyler, VP Partnerships, Tinder said: “Football is a sport where anything can happen at any moment. We wanted to be true to the game and do something unexpected by surprising the fans and our users with news of our partnership in a fun and creative way.”
Anything can happen as Man City found out last night at Liverpool, losing the first leg of their Champions League tie 3-0. Tinder will be hoping for a more predictable relationship from football’s notoriously fickle fans. “Tinder’s global presence and highly engaged user base gives us a unique understanding of what people all over the world are passionate about. And they’ve made it clear that they have a love for sports, particularly football,” said Wyler.
Tinder operates in nearly 200 countries, across more than 40 different languages and with millions of users using its app every single day.
The partnership says it will create unique experiences for Tinder users and football fans “from exclusive access to games, to once-in-a-lifetime experiences, events at the stadium and unique ways to engage with fans. With a strong millennial and digital focus, the partnership will engage football fans around the world.”
Tom Glick, chief commercial officer of City Football Group, said: “Tinder is a huge global platform which, just like football, is bringing millions of people together every day all around the world. Football is all about a community of fans, sharing moments, emotions and passion for the sport they love. Together with Tinder, we have a great opportunity to explore how we can combine Tinder’s significant appeal and reach with our global audience to create even more relationships in a new, fun and creative way. We believe this will be a perfect match for Tinder and for City.”
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