By David Gold
October 23 – Manchester City have launched an international membership programme, which give members access to a range of benefits, including dedicated fan zones, entry to exclusive competitions and offers on club merchandise.
“Sky Blue” is their first ever international programme of the type, and fans in the United Arab Emirates, where the team’s owners are based, will receive specific benefits.
The programme was revealed prior to City’s clash with neighbours Manchester United, which they won in style 6-1, inflicting their great rivals’ heaviest home defeat in more than 50 years.
When in the UAE, members of Sky Blue will enjoy the opportunity to meet other fans at big match television screenings, and tickets to games at the Etihad Stadium will be available with a 40 per cent discount for Etihad Airways fliers.
Discounts at the Manchester City store in Abu Dhabi, as well as being able to use Etihad guest bonus miles when both visiting fan zones and buying club merchandise will also be available.
The programme represents the latest stage of the team’s commercial strategy as they strive to meet the requirements of UEFA’s Financial Fair Play (FFP) initiative.
Under the new rules, the club will not be able to record losses of more than £40 million (€45 million/$63 million), but they lost £121 million (€138 million/$189 million) in 2009-10, and are likely to have even worse accounts for the 2010-11 campaign.
The situation looks set to change dramatically from this season though, thanks to a new £400 million (€458 million/$626 million) deal with Etihad, including naming rights of the club’s stadium and sponsorship the team’s shirts, which was signed in the summer.
However, that deal could still come under scrutiny from UEFA when the first three years of financial data are analysed at the end of the 2013-14 season.
Their moves towards self sustainability will be boosted by the latest deal with Etihad, as their fan base in the Middle East rises rapidly.
Roberto Mancini, the club’s manager, said: “I am a regular visitor to Abu Dhabi on club business and it is exciting for everyone that we will now really be able to connect with fans there.
“Manchester City is a club with great ambition and we are becoming increasingly well known all over the world – especially now we are in the Champions League.
“But it feels right to launch Sky Blue in the UAE as we know people there are already passionate about City and feel loyal to the club.
“They will be cheering us on against Manchester United in what is a big game for the team and we look forward to welcoming UAE supporters to the stadium this season.”
City captain Vincent Kompany (pictured centre) added: “Most of the players have been to the UAE – either for club work or on holiday – and they all enjoyed it.
“I was there last year for the Formula One Etihad Airways Abu Dhabi Grand Prix and the love for sport and football is obvious.
“It was great to see how many people are City fans and how they follow and support the team from thousands of miles away.
“Sky Blue will make them really part of City and it’s natural to launch it in Abu Dhabi and across the UAE.
“Hopefully we will all get the chance to get out there and meet as many fans as possible.”
Etihad’s chief commercial officer Peter Baumgartner added: “Our partnership with Manchester City has allowed us to bring wider brand awareness for Etihad on a global platform, particularly in the UK market through their devoted fan base, so we are thrilled to reciprocate this by supporting the team’s presence in the UAE.
“When we announced our 10-year partnership with the Club in July, we said that this would not just be about putting the Etihad name on a stadium.
“Rather, by participating in programmes such as this and engaging with the fans, providing added benefits for the Sky Blue members, we are creating a brand synergy that goes far beyond the traditional sponsor relationship.”
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