City Football Group (CFG), the global football organisation whose family of clubs and football-related businesses includes Manchester City FC, New York City FC, Melbourne City FC and Yokohama F· Marinos, has formally launched City Football Singapore.
Forming part of City Football Marketing, the commercial arm of the group, City Football Singapore will be led by director, Damian Willoughby who will be reporting into group commercial director, Omar Berrada.
City Football Singapore, which is a wholly owned subsidiary of CFG, will oversee the Group’s commercial operations in Southeast Asia. It will work closely with a number of City’s global and regional partners, including Nexen Tire, QNET, SHB, Jiwasraya and Singha. Most recently, Manchester City FC announced a multi-year drinking and mineral water partnership with Singha, for Thailand, Cambodia and Myanmar.
The partnership will focus on community outreach and youth-related programmes. Alongside a broad package of IP, digital and hospitality rights, Singha will work with Manchester City to create coaching events and clinics across the partnership territories.Singha will engage their customers using the Club’s brand and will offer them once-in-a-lifetime opportunities to bring them closer to the action.
Bhurit Bhirombhakdi, managing director of Singha Corporation Co., Ltd said:”Manchester City are one of the strongest clubs today, winning the Barclays Premier League twice in the last four years. Additionally, this exciting deal will provide a key platform for Singha to strengthen our brand in the South East Asia region through the world’s fastest growing football team.”
Omar Berrada, group commercial director, City Football Group, said: “We are delighted to announce the launch of City Football Singapore, which consolidates our commercial presence in Southeast Asia. Football continues to grow across the region and attract fantastic and passionate support. We have been working with well-loved brands across the region for some time. City Football Singapore gives us a permanent home from which we can work with our partners to manage and activate those relationships, as well as helping us to continue to expand.”
City Football Group’s headquarters are in Manchester and it has offices in Abu Dhabi, London, New York, Melbourne, Tokyo and now in Singapore