Global partnership marketing agency Lagardère Plus has been selected to activate the water technology company Xylem’s multiyear partnership with the Premier League Champions.
Lagardère Plus, the global partnership marketing agency of Lagardère Sports and Entertainment, has been appointed by to activate a multiyear partnership with Premier League champions, Manchester City FC.
Xylem is now the Official Water Technology Partner of Manchester United in a first of its kind deal between an English Premier League (EPL) club and a water technology brand. Xylem is one of the world’s leading water technology companies who operate in 150 countries across six continents.
The Xylem-Manchester City partnership, brokered by Lagardère Sports, was announced at a launch event during the Singapore International Water week – one of the water industry’s largest trade shows. As part of the new relationship, Lagardère Plus will use its expertise in creating impactful marketing platforms to further position Xylem as a leader in the water industry and one that creates both economic and social value as it helps its customers to successfully address the world’s water challenges.
Tim Frith Director of Consulting at Lagardère Plus in UK, said: “Since we began working with Xylem, it’s been fascinating to gain an understanding of the breadth of their business. In particular, seeing how much of a leading role they play in addressing major water challenges across the world through their commitment and investment in innovation, creativity and sustainability. We are really excited to be working with Xylem on activating this unique partnership with Manchester City to develop a meaningful campaign by leveraging the power of football to help elevate the water story to a global audience.”
Lagardère Plus will work with its London-based creative agency, Brave, which it acquired last year, to develop the sponsorship strategy including the development of content, creative and digital assets to engage fans and global audiences through Xylem’s partnership with Manchester City Group.
A film created by Brave was also released to launch the partnership.
Carl Woodman, Managing Director UK, Lagadère Sports and Entertainment said: “I’m delighted with this project as its a perfect demonstration of the strength and breadth of the business that we have built. To see our global football experts at Lagardère Sports deliver this exciting new partnership between Xylem and City Football Group, which will now be brought to life through activation excellence from Lagardère Plus, and creative and strategic drive from Brave is a real validation of our vision.
Xylem will also partner with City’s sister club New York City FC and the Manchester City women’s team.
Joe Vesey, Senior Vice President and Chief Marketing Officer, Xylem said: “The team at Lagardère Plus demonstrated a strong understanding of our brand values and how football and technology can come together to change the world. We believe they have the expertise to bring fresh, new ideas to help us to elevate our message to fans of football and beyond.”
As well as raising awareness about pressing global water challenges and solutions, Xylem will also work with Manchester City on Xylem Watermark projects, such as building water towers in communities around the world without access to clean water. Xylem Watermark is the company’s social investment platform.
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