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nglish Premier League club, Manchester City, and leading global tire manufacturer, Nexen Tire, have renewed their partnership for a third term, covering Manchester City’s Esports efforts.

The new multi-year deal is expected to boost co-branding opportunities and media and marketing partnerships, with Nexen Tire’s logo remaining on the kits of the club’s esports players.

The partnership began in 2015, originally only sponsoring Manchester City’s men’s teams, but has since grown to include sponsorship of women’s teams, elite development squad and Esports players.

In March 2017, the partnership made history when City became the first Premier league club to announce a sleeve partner, with Nexen Tire branding appearing on the playing shirts since the start of the 2017/18 season.

The strategic partnership has seen great success and growth from both parties; Manchester City was twice crowned Premier League champions while Nexen Tire completed its four major global research and development and production networks allowing the company to achieve its global expansion strategy.

Nexen Tire and City’s passion for providing young people around the world with opportunities to play sport also heavily impacted City’s decision to promote Nexen Tire as a sleeve partner for Manchester City’s Esports division.

Manchester City’s chief executive officer, Ferran Soriano, said “Manchester City has marked many milestones alongside Nexen Tire and after becoming the first Premier League club to launch a sleeve partner we were delighted to then celebrate back to back Premier League titles with Nexen Tire on our sleeves.”

“We have been impressed by Nexen Tire’s ambition for creating exciting digital content campaigns, as well as sharing City’s passion for providing young people around the world with opportunities to play the sport that they love.

“Nexen Tire has grown with us to be part of the fabric of Manchester City and we look forward to entering the third term of our successful partnership,” he said.

Nexen Tire also expressed their excitement towards a series of digital marketing campaigns to engage more closely with fans and consumers.

Nexen Tire chief executive officer, Travis King, said “over the past five years, our relationship has grown from strength to strength, and we have also been able to boost our presence in the global market.”

“We will use this partnership extension to continue building synergy as a strategic partner while sharing our company values by rolling out a series of digital campaigns and exciting youth programs,” he said.