FORBES - May 8 - Manchester City's parent City Football Group (CFG) agreed a multi-year deal with dating app Tinder. Tinder wants to use sport to retain and attract new users and believes that football's position as the world's game mean it would appeal to people all over the globe. By associating itself with the City brand, it can deliver offers to its user base. CFG not only owns Manchester City, but also US Major League Soccer (MLS) franchise New York City FC, Australian A-League side Melbourne City and other clubs around the world. The Tinder deal covers Man City's men's and women's team and NYFC, adhering to Tinder's inclusivity goals. For Manchester City, the ultimate goal is to try and get more fans to generate more revenue that can be reinvested into the team. Tinder is another channel for it.
by Steve McCaskill
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Summarized by the IDEA team
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