Manchester City latest football team to tap Indonesian market, in deal with Extra Joss energy drink
(The Insider Stories) — Barclays Premier League team Manchester City FC says it has signed a domestic advertising deal with Kalbe Farma (KLBF) unit PT Bintang Toedjoe as football teams seek to tap keen local interest in the game and growing domestic consumption.
Midfielders David Silva and Yaya Toure along with forward Sergio Aguerro will feature in a TV ad for Bintang Toedjoe’s Extra Joss energy drink, due to air locally later in the year, MCFC says in a statement.
Extra Joss also has the rights to use Manchester City’s crest and players in its advertising, packaging and sales network in Indonesia and Lagos, where it partners with Lagos’s Sports Ministry to organize the Extra Joss Football Championship.
Extra Joss has used footballers to strengthen its brand since 2002 when it featured Italian forward Alessandro del Piero featured in a local TV ad. An ad in 2006 starred Portugal’s Cristiano Ronaldo.
“Indonesia is well known as one of the world’s largest football markets and home to some of its most passionate fans. We are looking forward working with Extra Joss to generate even more excitement and to provide new opportunities for access and participation with City for fans across the country,” Tom Glick, the commercial and operations chief for Manchester City, says in the statement.
Snackfood producer Dua Kelinci has a sponsorship deal with Spain’s Real Madrid FC allowing Dua Kelinci to use its image and promotion rights in Indonesia.
