JAGUAR is extending its sports sponsorship profile with a new agreement with Premier League big spenders Manchester City.
The company branding is now prominent in the football club’s sponsors’ board, which is displayed prominently during pre and post-match press conferences at Eastlands.
Jaguar and and hotel chain Malmaison join long term partner Thomas Cook Sport, kit supplier Umbro and industrial group Ferrostaal as major sponsors at the world’s richest football club.
The deal with Jaguar has been in the pipeline for several months. Geoff Cousins, managing director of Jaguar UK told TheBusinessDesk.com in April he was working on a deal with the club.
Mr Cousins believes sports sponsorship and partnerships are a key tool in broadening Jaguar’s appeal to a younger generation. Former England captain David Beckham is a patron of the Jaguar Academy of Sport and Liverpool’s Steven Gerrard is an ambassador.
Last month the company, owned by Indian group Tata Motors , agreed a deal to become official vehicle supplier to the England cricket team. It will also be the sponsor of the new executive membership offering at Warwickshire County Cricket Club’s new £32m stand at Edgbaston.
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