English soccer giants Manchester City have today (January 5) announced a new regional partnership with Jio, the Indian technology and digital services company owned by major conglomerate Reliance Industries.

Through the agreement, the firm will become the Premier League club’s official mobile communications network partner in India.

The deal was brokered by Rise Worldwide, the Indian sports agency also under the Reliance umbrella.

As part of the tie-up, Man City and Jio will collaborate on a variety of experiences that fans will be able to access through Jio’s digital ecosystem comprising JioTV, MyJio, Jio STB, JioEngage, and other applications and platforms, in addition to exclusive giveaways and in-market activities.

Man City’s City+ streaming platform will also be integrated into the JioTV digital video platform providing viewers in India with exclusive club content including match highlights, live Manchester City Women’s team and elite development squad fixtures, matchday content, and City Studios documentaries.

In addition, the Jio brand will feature across the club’s in-stadia and digital assets, while its associate brands, Rise and Viacom18, will also leverage several partnership rights across their soccer and sports offerings.

Akash Ambani, chairman of Reliance Jio, said: “We are excited to announce Jio’s exclusive partnership with Manchester City in India through which we will present City fans with experiences through a multitude of digitally powered immersive initiatives.

“We believe both brands share similar values of bringing transformational impact to their communities and through this partnership, we endeavor to bring the best of football to the sports communities and Man City fans in India.”

Ferran Soriano, City Football Group chief executive, added: “The club has a passionate and growing fanbase in India and we are continually exploring new ways to provide greater fan experiences for our followers in the region and around the globe, particularly within the digital and technology space.

“We look forward to working with Jio as we develop these opportunities throughout the partnership.”

Meanwhile, Spanish heavyweights Barcelona have agreed a regional sponsorship deal with Chinese trading card company Daka.

Through the three-year agreement, the LaLiga club will work with the firm on creating collectible cards signed by the players, along with digital content.

Daka will have a presence on the virtual LED boards around Barcelona's Camp Nou pitch that viewers in China will see during the broadcast of their matches, access to shirts used by players to be able to create exclusive products that will be offered to fans along with the trading cards, and the development of audiovisual and digital content with Barca.

Barca are seeking to use the partnership to increase fan engagement in China and grow its brand in the region.

Elsewhere, French Ligue 1 club Lille have unveiled local shopping center Aushopping V2 as a new sponsor.

Under the deal, which was negotiated by international sports marketing agency Sportfive, the Aushopping V2 logo will feature on the sleeve of the team’s shirts in league matches until the end of the 2024-25 season.

Additionally, the shopping center’s branding will also feature on the pocket of the women's team jersey until the end of the current season, then on the sleeve for 2023-24 and 2024-25. 

Aushopping V2 will also have visibility within the Pierre Mauroy Stadium and at the Domaine de Luchin training center, on LED boards and interview backdrops, as well as various media channels. 

The partnership officially kicked off on Monday (January 2) during Lille’s home match against Reims.  

Aushopping V2 will have a presence on the Lille shirts alongside main sponsor Cazoo, the Métropole Européenne de Lille, and Rika which appear on the right and left shoulder of the team’s jersey, respectively.