Manchester City has become the first Premier League club to sign a sleeve sponsorship for next season when the league relaxes its branding exposure rules. South Korean tyre manufacturer Nexen Tire becomes the Official Sleeve Partner in a multi-season deal that includes the club’s double winning women’s team. No figure was announced for the sponsorship. The deal marks an upgrade for Nexen who signed as a club partner in August 2015 and since then has activated a number of content opportunities using club players. However, brand exposure on the club shirt takes Nexen to another level, both in terms of its club involvement and using the club as a platform to expand its brand in global markets.

“As a Korean company, we consider it an honour to announce the first EPL Club sleeve branding partnership. Utilizing Manchester City and Nexen Tire’s partnership as a key strategic marketing platform, Nexen Tire expects to increase the value of its business as a global company,” said Travis Kang, CEO of Nexen Tire. Man City chief executive Ferran Soriano said: “We are especially pleased to be the first Premier League club to secure an official sleeve partner. Nexen is an exciting and growing brand and we are extremely happy both to have extended and grown our relationship.”