Manchester City open new commercial category with AUX global deal
AUX has chosen Manchester City for its first global sports partnership as the Chinese air-conditioning group looks to accelerate international expansion and build consumer awareness across key overseas markets.
Manchester City have signed AUX as their Official Air Conditioner Partner in a multi-year global agreement, giving the Chinese manufacturer access to the club’s international audience as it expands its business outside its domestic market.The partnership is AUX’s first global sports sponsorship. Financial terms were not disclosed, with the agreement covering brand exposure at the Etihad Stadium as well as activation across Manchester City’s digital and social platforms.Peter Laundy, senior vice president of partnerships at City Football Group, said: “We’re pleased to welcome AUX to Manchester City as our Official Air Conditioner Partner.“AUX is an ambitious and innovative brand with a strong international presence and a clear vision for continued global growth. That ambition aligns closely with Manchester City and makes AUX a natural partner for our club.“Through the strength and reach of our global platform, we look forward to bringing the AUX brand to new audiences in key markets around the world, while creating distinctive and engaging experiences for our fans.”AUX branding will appear on Manchester City’s pitchside SuperSized LED advertising at the Etihad Stadium, while the partners will also develop digital and social content intended to reach supporters internationally.The agreement adds another consumer and technology-focused category to Manchester City’s commercial portfolio and gives AUX a global football platform as it seeks to strengthen recognition beyond China.Established in 1986, AUX operates across air conditioning, power utilisation, power distribution, new energy and medical services. Its air-conditioning business serves customers in more than 160 countries and regions.Lemon Lv, president of AUX Home Appliances Group, said: “This signing with Manchester City is far more than a cross-industry cooperation; it represents two excellence-driven brands advancing side by side.“Looking ahead, AUX will continue to drive innovation and deliver localised solutions for customers worldwide. Through its partnership with Manchester City, AUX looks forward to connecting with consumers globally and creating world-class experiences together.”Manchester City and AUX formally launched the partnership at a signing event in Hong Kong during the men’s first-team pre-season tour, linking the start of the agreement with one of the Asian markets central to both organisations’ international reach.