Manchester City lose major sponsor after 11-year agreement in ‘cost-cutting measure’ | OneFootball

One of the leading sponsors of Manchester City and the wider City Football Group have withdrawn themselves from the partnership after 11 years.

The decision represents the end of one of CFG’s longest-running commercial relationships, which had initially been seen by many as a significant breakthrough for the group’s global ambitions.

Nissan joined forces with City Football Group in 2014, using Manchester City and their sister clubs across the world as a high-profile platform to strengthen the automaker’s visibility and align with football’s expanding international market.

At the time of the announcement, the partnership was unveiled by Nissan’s then-CEO Carlos Ghosn in a press conference, where the deal was positioned as a flagship move for both CFG’s growing commercial portfolio and Nissan’s efforts to boost global brand recognition.

Over the years, the sponsorship extended to multiple clubs including Manchester City in England and New York City FC in the United States, reinforcing the Japanese automaker’s presence across different territories.

Nissan’s long-standing presence on advertising boards, matchday branding, and other promotional campaigns also underlined the partnership’s importance to CFG, while the withdrawal leaves a noticeable gap in the group’s sponsorship landscape.

That is according to a new report from Nikkei, who reveal that Nissan Motor has decided to end its sponsorship agreement with City Football Group in a move that has been described as a ‘cost-cutting measure’ following the automaker’s ‘sluggish business performance’.

It is explained that Nissan’s logo will now be gradually phased out at games involving CFG’s clubs including Manchester City, while the financial details of the contractual agreement have never been disclosed.

The move inevitably raises questions about CFG’s next steps in filling the void left by Nissan. With Manchester City already boasting lucrative tie-ins with global companies, there will be no shortage of potential partners eager to replace the automaker’s presence.

The club’s visibility in the UEFA Champions League, Premier League, and domestic competitions – in addition to their recent appearance at the FIFA Club World Cup – ensures any available sponsorship slot represents prime commercial value.

For Pep Guardiola’s side, the departure of a major sponsor after more than a decade will be seen as an end of an era, but also an opportunity to refresh and expand commercial revenues in line with the club’s continuing rise both on and off the pitch.