Manchester City, one of the leading football clubs in the English Premier League, continues to expand its business operations despite awaiting a verdict on alleged breaches of Premier League rules. The club recently announced new partnerships and sponsorships that further solidify its position in the global sports market.
Manchester City has secured a new deal with long-term partner Rexona, an internationally recognized Unilever deodorant brand known by various names such as Sure, Degree, Shield, and Rexena. The partnership began in 2018 when Rexona sponsored Manchester City's men's team. It expanded in 2020 to include sponsorship for the women's team as well.
The latest agreement ensures that Rexona will remain a global partner until the end of the 2026/27 campaign. This continued collaboration signifies both parties' mutual trust and commitment towards each other.
Benjamin Curtis, Global Brand Vice President for Rexona, said:
"Manchester City represents the highest standards of performance and consistency, qualities that reflect everything Rexona stands for. We’re excited to continue this partnership with a club that never lets up and together bring fans closer to the action through products and experiences they can count on – built on a promise that won’t let them down.”
In addition to this renewal with Rexona, Manchester City also announced a US media collaboration with Paramount on Tuesday. As part of their strategy to grow their presence in major global markets, this partnership is seen as an effective way for Manchester City to maintain and enhance engagement among fans by aligning themselves with Champions League football's home market.
Record-Breaking kit deal
These developments come after Manchester City agreed on a new kit deal with long-term sponsors Puma back in July 2025 - set to be the most lucrative kit deal ever made in Premier League history. These deals demonstrate how Manchester city is moving forward despite facing serious allegations related to breaching Premier league rules.
For over three years now, accusations have been leveled against Manchester city for allegedly violating some of the most serious regulations set by the Premier league. A hearing took place at the end of 2024 where evidence was considered; however, the verdict is still pending.
Despite the secrecy surrounding the evidence and anticipation for a verdict, Manchester City has maintained its normal operations. The club has insisted on its innocence since it was first charged and continues to conduct business as usual.
Business continues despite accusations
The accusations have not deterred Manchester City from securing more business deals. The club continues to attract both existing partners like Rexona and new collaborations such as Paramount. Even with the publication of the verdict seemingly drawing closer, it remains business as usual at Etihad.
Despite facing serious allegations, Manchester City's growth trajectory in terms of partnerships and sponsorships remains undeterred. This resilience demonstrates their commitment to maintaining a strong global presence in football while awaiting a crucial Premier League ruling.
