Manchester City Football Club has signed a multi-million pound contract with Tinder after the Manchester United deal broke down.
Tinder was previously interested in becoming Manchester United’s sleeve sponsor last summer, but has now signed up for a general agreement with City instead.
The deal comes as one of City’s recent moves to build its brand. Another will see Puma take over from Nike in 2019 for a fee in the region of £50 million-a-year to become the clubs next kit suppliers.
Manchester City is looking to expand its international reach after an encouraging first 18 months of Pep Guardiola’s reign.
Tinder recently had a minor deal with Napoli but it has now expired. This means the City deal is the platform’s first major sport partnership.
Tinder will also switch its colours to blue across its social media platforms for the Manchester derby at the Etihad Stadium this Saturday.
Tom Glick, Chief Commercial Officer of City Football Group, said: “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.”
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