Premier League leaders Manchester City have announced a new, multi-year partnership with the dating app Tinder.
Tinder has agreed a sponsorship deal with City’s men’s and women’s teams, along with City Football Group sister club New York City FC, who play in Major League Soccer.
With its first in-depth foray into the sports market, Tinder will work to create exciting and unique experiences for Tinder users and football fans – from exclusive access to games, to once-in-a-lifetime experiences, events at the stadium and unique ways to engage with fans.
To celebrate the association, Tinder is also switching its colours across social platforms to Manchester City blue, showing their support for the team.
“Tinder is a huge global platform which, just like football, is bringing millions of people together every day all around the world,” City Football Group’s Chief Commercial Officer Tom Glick said in a statement on the club’s website.
Moreover, a giant air balloon carrying City and Tinder branding was also seen over Manchester to announce the deal.
“Football is all about a community of fans, sharing moments, emotions and passion for the sport they love. Together with Tinder, we have a great opportunity to explore how we can combine Tinder’s significant appeal and reach with our global audience. We believe this will be a perfect match for Tinder and for City,” the statement further stated.
Pep Guardiola’s team, smarting from a 3-0 defeat to Liverpool in the first leg of their Champions League quarter-final, could wrap up the Premier League title against bitter rivals Manchester United on Sunday (AEST).
“Football is a sport where anything can happen at any moment,” Tinder’s VP Partnerships David Wyler said.
“We wanted to be true to the game and do something unexpected by surprising the fans and our users with news of our partnership in a fun and creative way,” David further stated.
The dating-app took to the Twitter and wrote, “Calling all football fans. Get ready for the #perfectmatch! Tinder has taken to the skies to say we swipe right on Manchester City FC. Join us as we kick off an exciting new partnership with @ManCity and Cityzens all over the world. It’s going to be a game changer.”
Tinder was launched in 2012 and is used by people in more than 190 countries, with 26 million matches made every day.
