Man City are first Premier League YouTube partner

Manchester City has become YouTube’s first ever English Premier League content partner as the club ramps up its digital activity to increase fan engagement and revenue.

/q/q/l/mancity160.jpg

The deal allows Manchester City to manage advertising around the content on its official YouTube channel as it looks to grow its reach at home and internationally. The partnership also enables the club to control their rights-owned or club-created YouTube videos.

The club recently hired former AKQA senior executive Julian Pate as its head of marketing, responsible for leading Manchester City’s “digital expansion” strategy, alongside head of digital Richard Ayers.

Ayers says the deal is the first move in laying the foundations of the club’s syndication drive as it looks to partner with more brands online.

He adds: “The ability to extend our reach and to increase accessibility to audiences is great, but we’re also looking forward to exploring the differentiating factors of YouTube, like using annotations, making bespoke interactive video and, more than anything else, becoming part of the thriving YouTube community.”

Other examples of Manchester City’s recent digital campaigns include its first music app and a digital membership scheme for season ticket holders, which included augmented reality content.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here