City Football Group (CFG) today announced a global partnership between coconut brand, Coco Joy, part of the FAL Food & Beverages range and three of CFG’s clubs. The partnership will extend Coco Joy’s successful partnership with 2015 A-League semi-finalists Melbourne City FC, who have worked with the brand since 2014, to CFG sister clubs, Manchester City FC and New York City FC.
The announcement comes as Manchester City FC play two games in Melbourne as part of their pre-season tour and follows the first ever game between two CFG clubs as Melbourne City took on Manchester City on the Gold Coast on Saturday evening. The new agreement also extends Coco Joy’s relationship with Manchester City FC, with Coco Joy branding visible on the team’s shirtsleeves during the Club’s visit to Australia as part of a Tour Partnership.
In addition to a wide-range of activations in Melbourne, Coco Joy will also boost its presence in New York and Manchester, engaging local fans with giveaways and money can’t buy experiences.
Omar Berrada, Commercial Director of City Football Marketing, which brokers CFG’s commercial partnerships, said:
“We have had an excellent relationship with Coco Joy in Melbourne and it is a fantastic success story for that partnership that we are now going to be working together at Manchester City and New York City FC as well. As the popularity of coconut based beverages continues to grow, there couldn’t be a better time to work with Coco Joy to bring the joy to our fans all over the world.”
Tim Xenos, CEO of FAL said “FAL is a global company with a vision of creating healthy and innovative food and beverage products. We develop brands which encompass and provide consumers with a real choice
“Coco Joy is a coconut brand dedicated to promoting a healthy lifestyle to consumers globally and we see our partnership with the three clubs as a fantastic platform to work together to help collectively promote a healthy lifestyle whilst they can experience the quality, choice and enjoyment in what Coco Joy has to offer.”
The partnership was announced in Melbourne as part of Manchester City FC’s pre-season tour of Australia and was attended by both Manchester City FC and Melbourne City players with a video message from New York City FC.