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Thomas Cook extends football sponsorship
Thomas Cook UK & Ireland has extended sponsorship of Premiership football club Manchester City in a deal worth more than £3 million.
The two-year extension begins next July following the expiry of the original three-year sponsorship.
Thomas Cook said the partnership has allowed the travel group to make “significant inroads” into the lucrative sports travel industry, setting up a dedicated sports division and agreeing deals to become the ‘Official Travel Partner of the Football League’ in December 2004, partner of the England and Wales Cricket Board and travel suppliers to Manchester City and several other clubs.
UK & Ireland chief executive Manny Fontenla-Novoa said: “The sponsorship of Manchester City is an important element in our marketing strategy and has proved a great success so far as it reinforces our position as one of the UK’s best known brand names.
“Travel and sport are some of the nation’s favourite pastimes and Thomas Cook is increasingly bringing the two together. Manchester City supporters have benefited from thousands of pounds in savings on their holidays and Thomas Cook is fast becoming a major force in travel services for sports teams, management and fans.”
As part of the main sponsorship package, Thomas Cook branding will continue on all kit and training wear, as well as the City of Manchester Stadium and the club’s training facility.
Supporters will benefit from exclusive discounts and travel packages as a result of the deal.
Manchester City chief executive Alistair Mackintosh said: “We have extensively researched the impact of club sponsorship on our fan base and their attitude to the Thomas Cook brand, winning a nationally recognised Marketing Research Award in the process. This has provided us with quantifiable evidence that our supporters consider Thomas Cook to offer them relevant and exciting product sales opportunities.”
Report by Phil Davies
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