Manchester City has renewed its partnership with JNC, the Chinese liquor manufacturer, keeping JNC as the Premier League champions’ Official Baijiu Partner for the foreseeable future.The extension continues a successful six-season collaboration that began in 2019, when JNC became the club’s first dedicated baijiu sponsor as part of City Football Group’s push to deepen ties in the massive Chinese market.
Focus on China Fan Engagement
The renewed deal emphasizes connecting with Manchester City’s growing “Cityzens” fanbase in China through targeted activations:
- In-market events and experiential campaigns
- Social media content tied to key cultural moments, such as Chinese New Year
- Matchday takeovers and hospitality experiences at the Etihad Stadium
These initiatives aim to blend Premier League excitement with Chinese cultural traditions, creating memorable moments for supporters.
Statement from City Football Group China
David Tang, CEO of City Football Group China, commented:
“We’re delighted to extend our partnership with JNC. Through our partnership to date, we’ve worked closely with JNC to bring Manchester City closer to our fans across the world through innovative activations and unforgettable experiences. We’re looking forward to building on this strong foundation and continuing to create meaningful moments for our supporters.â€
JNC, a leading producer of baijiu (China’s traditional distilled spirit), gains continued global visibility through the partnership, including branding opportunities and fan-facing campaigns.
This renewal aligns with Manchester City’s broader commercial strategy in Asia, where the club has one of its strongest international followings. It follows other recent extensions (e.g., with partners like PUMA, Nexen Tire, and Acronis) as City maintains momentum both on and off the pitch.