Premier League first: Ilkay Gundogan shows off Man City's new sleeve partner

Premier League first: Ilkay Gundogan shows off Man City's new sleeve partner

From next season the right sleeve of City's matchday shirt - a prime piece of advertising real estate - will carry the name of Nexen Tire, a South Korean firm that is already one of the club's commercial partners.

Manchester City have stolen a march on their rivals by becoming the first Premier League club to sign a "sleeve sponsorship" deal after a relaxing of rules surrounding logos.

City duo Ilkay Gundogan and Gabriel Jesus modelled the updated kits with branded sleeves at the presentation yesterday.

Other Premier League teams are expected to cash in on the ability to embroider new sponsors on the sleeves of their jerseys, though it is known that two clubs will not be able to do so due to their main sponsors banning the addition of a second brand as part of their respective deals.

The brand originally partnered with City in 2015 and has activated its sponsorship through football challenges with first team players Raheem Sterling, Kelechi Iheanacho and Nolito. "Utilising Manchester City and Nexen Tire's partnership as a key strategic marketing platform, Nexen Tire expects to increase the value of its business as a global company", said Travis Kang, CEO of Nexen Tire.

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Back in November, we learned that Manchester City's 2017/18 home shirt will feature maroon, a tone familiar in the club's history but less so in the home shirts than away.

"We are delighted to continue our successful partnership with Nexen Tire", said Manchester City chief executive Ferran Soriano.

The club are the first in the Premier League to establish such an arrangement, which will be allowed in the competition from the start of the 2017-18 season.

"Nexen is an exciting and growing brand and we are extremely happy both to have extended and grown our relationship".

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