Latest Manchester City deal to strengthen club’s presence in Southeast Asia

Manchester City have teamed up Astra Otoparts to make the Indonesian automotive component firm their official regional partner.

MCFC plan to capitalise on the alliance by collaborating with Astra on a number of promotional activities, engaging fans and retailers and potentially strengthening the club’s presence across Southeast Asia.

Omar Berrada, the group commercial director of City Football Marketing, which brokers City’s commercial partnerships, said: “We are delighted to announce Manchester City’s new partnership with Astra Otoparts and to welcome them to our growing partner community in Southeast Asia.

“As a widely respected brand in Indonesia, Astra Otoparts’ market leading products duly reflect Manchester City’s commitment to top tier, innovative performances on and off the pitch.”

He added: “Over the course of this partnership we look forward to working with Astra Otoparts using our global football presence as a platform on which fans and consumers can get closer both to the club and to Astra Otoparts’ products and services.”

Jakarta-headquartered Astra Otoparts produces vehicle parts for more than 12k retailers across Indonesia.

The company’s director, Yusak Kristian, commented: “Football is a favourite sport for many people in Indonesia, regardless of age or demographic.

“Therefore, having a partnership with Manchester City Football Club will allow us to get closer to our potential consumers and to strengthen our commitment to globally introducing our brands, ASPIRA and GS Astra”

Yusak continued: “Manchester City and Astra Otoparts share a deep brand synergy, we both believe in quality, integrity, and the importance of innovation.

“We look forward to this collaboration bringing positive outcomes for both Manchester City and Astra Otoparts.”