Manchester City have signed a new regional partnership agreement with Central Asian consumer electronics manufacturer Artel Electronics.
Under the terms of the deal, Artel becomes an official regional partner of the club, as well as the exclusive television partner in Uzbekistan and key markets within the region. The collaboration involves engaging fans through product-led campaigns, in-store activations, and digital content.
This agreement marks Manchester City’s first partnership in Central Asia and is the first instance of a Premier League club entering a commercial agreement with an Uzbek brand. The move comes as football grows in prominence within the region, following Uzbekistan’s historic first FIFA World Cup qualification. Interest has further intensified after defender Abdukodir Khusanov joined the Manchester side earlier this year.
Kaitlyn Beale, Vice-President of Global Partnership Sales at City Football Group, said: “We’re delighted to announce a new regional partnership with Artel Electronics today. We have seen an increased interest in the club from Uzbekistan and Central Asia since Abdukodir Khusanov joined Manchester City earlier this year, and this partnership further cements our growing presence. We look forward to working with Artel Electronics to engage existing and new fans within the region.”
Nodir Khikmatillaev, Head of Marketing at Artel Electronics, added: “Today’s ‘New Uzbekistan’ is defined by openness, rapid development and rising expectations from people across the country. As a leading Uzbek manufacturer, we feel a responsibility to match that ambition with technologies and products that meet global standards. Partnering with Manchester City – one of the world’s leading football clubs – reflects this new era for our country. Together, we want to bring world-class football into the homes of fans across Uzbekistan and Central Asia, inspire the next generation of talent and show what brands from New Uzbekistan can achieve on the global stage.”
Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.
