Manchester City has announced a new multimillion-pound partnership with Tinder.
Tinder, which has recently asserted itself as a platform for meeting people away from its origins as a dating app, will be sponsoring the Manchester football team as well as its sister club New York City FC.
The app is aiming to develop tools for fans, with a clear focus on millennials, and will change its social media colours for the Manchester derby against Manchester United on Saturday.
This is the first sports partnership that Tinder has established, after failing to reach a deal with Manchester United, City’s arch enemy.
Chief commercial officer of City Football Group Tom Glick underlines the fact that Tinder and football both bring “millions of people together every day all around the world.”
David Wyler, Tinder’s vice president of partnerships, establishes a correlation between Tinder and people’s passions (such as football), arguing that anything can happen anytime: this is the reason why they decided to launch this partnership – to surprise football fans and Tinder users.