Abu Dhabi-owned Manchester City have announced a new multi-year commercial partnership with dating app Tinder.
The deal, which is reported to be worth millions of pounds, will see Tinder involved with with City’s men’s and women’s side, as well as sister club New York City FC, who are owned by the City Football Group.
“Tinder is a huge global platform which, just like football, is bringing millions of people together every day all around the world,” City Football Group’s Chief Commercial Officer Tom Glick said in a statement on the club’s website.
“Football is all about a community of fans, sharing moments, emotions and passion for the sport they love.
“Together with Tinder, we have a great opportunity to explore how we can combine Tinder’s significant appeal and reach with our global audience… We believe this will be a perfect match for Tinder and for City.”
Tinder is one of the world’s most popular dating apps and its parent company, Match Group Inc, marked the new deal with City by flying a blimp in City’s blue and white over Manchester.
“Football is a sport where anything can happen at any moment,” Tinder’s VP Partnerships David Wyler said.
“We wanted to be true to the game and do something unexpected by surprising the fans and our users with news of our partnership in a fun and creative way.”
Calling all football fans ⚽ Get ready for the #perfectmatch! Tinder has taken to the skies to say we swipe right on Manchester City FC. Join us as we kick off an exciting new partnership with @ManCity and Cityzens all over the world. It’s going to be a game changer pic.twitter.com/ds9RNZkK3y
— Tinder (@Tinder) April 5, 2018
It is the second major partnership City have signed recently having agreed a deal last month for Barclays to sponsor their pre-season tour of the United States this summer.