Axi & Manchester City

As a global platform with large ambitions, we developed a strategy with a club who held similar aspirations: Premier League super club Manchester City. The partnership was proposed for four key reasons:

• Global brand awareness – Axi would drive awareness among the Premier League’s 3 billion global audience with match day LED & interview back drop branding at all City home games.
• Value alignment – Axi could align their brand image with Manchester City’s winning edge – sharing a hunger for consistent growth and improvement. The progress the club has made reflects the growth of Axi’s brand.
• Global digital following – Axi would leverage City’s huge digital presence to attract more users, targeting the club’s 79 million (now 180+ million) following through promotions, content series and giveaways.
• Famous IP to elevate brand campaigns – Axi could integrate City’s world-famous club and player IP to enhance global marketing efforts, including performance marketing.

The partnership’s launch intentionally coincided with the reveal of Axi’s rebrand. This brought instant global awareness to the new look and name; Axi was broadcast into millions of homes through global coverage of City’s home matches alongside City’s other blue-chip partners.

Leaning on City’s data and analytics team, Axi’s campaigns are rooted in customer insights. This allows Axi to effectively engage and provide the best brand experience for their customers and City fans alike, while also cementing Axi’s position as a trusted and credible trading brand.

The partnership has since been renewed and expanded to include Manchester City Women.

We’re unable to share exact results due to confidentiality.