Manchester City, champions of English soccer’s top-tier Premier League, have renewed their commercial partnership with Healthpoint, an Abu-Dhabi based centre for sports injury-related treatment.
The company will continue as City’s regional health care partner in the United Arab Emirates, where City's owner, Sheikh Mansour bin Zayed Al Nahyan, is part of the Abu Dhabi ruling family.
Healthpoint and City first partnered in 2014, and there was a renewal in 2017.
The extension means City and Healthpoint will “continue to share insights, experience and expertise on a number of fronts that elevate care for athletes and sport lovers across the UAE," according to the club
Healthpoint practitioners will continue to spend time at City’s Etihad Campus in Manchester, while members of staff will also be given the opportunity to secure internship opportunities with the club.
Peter Laundy, vice president of partnerships, marketing, and creative at the controlling City Football Group, said: “Over the last six years, our partnership with Healthpoint has continued to strengthen, as has the collaboration between our sports medicine practitioners. We truly value the opportunity to connect with likeminded healthcare experts.”
Elsewhere, Fiorentina, of Italian soccer’s top Serie A division, have collaborated with the local Genuino fan engagement platform to launch a marketplace for Fiorentina fans to buy, exchange and own exclusive memorabilia, in terms of both virtual and real-life items.
The Viola 9.5 platform gives fans a chance to collect and exchange non-fungible tokens (NFTs), that “correspond to physical objects, offering a revolutionary fan engagement model for the sports landscape".
The Viola 9.5 collection will soon be available for purchase via the Genuino international online marketplace.
The collection will include match-worn jerseys, limited-edition products and exclusive Fiorentina-related works of art.
The collection is made possible by a combination of various blockchain technologies, and by the Internet of Things.
Joe Barone, general manager of ACF Fiorentina, said: "The Genuino collaboration was born from an intention to give fans exclusive access to authentic products and experiences… We are excited to offer our fans, collectors, and the crypto world a unique opportunity that enhances our history and passion, adding a digital dimension to physical innovation.”
Meanwhile, Cadiz, of Spain’s LaLiga, have become the first club from the top Spanish soccer league to take on a cryptocurrency firm as a major sponsor, by bringing on board JOBChain.
The company will have a presence on the back of the Cadiz first-team shirts during the 2021-22 season, and the two organisations are also planning to collaborate to launch a Cadiz-centred digital currency.
Cadiz returned to the top flight last season for the first time since 2006, and last month agreed a new six-year kit supply deal with Italian sportswear brand Macron.