The brand has signed a new official partnership with Manchester City Women’s Football Club, making it the club’s Official Family Partner.
As part of the deal, Joie will see its logo on the back of the women’s first team shorts for all fixtures for the period of the partnership. Joie will also have the opportunity to interact with fans at every women’s team fixture in a variety of ways including offering prizes and experiences, to branded LED boards on the perimeter of the pitch.
In addition, Joie will have access to first team players for bespoke content production.
Founded in 1988, the club is home to some of the most promising women’s footballers, including Lionesses Alex Greenwood, Demi Stokes, Ellie Roebuck and Chloe Kelly.
Joie’s managing director, David Welsh, said: “We are delighted to be working with Manchester City – their commitment to family values and high standards aligns with everything that Joie stands for. We are immensely looking forward to exploring the full potential of this partnership and throwing the full weight of our support behind the women’s team at what is a very exciting time for women’s football.”
Gavin Makel, managing director of Manchester City Women, added: “We’re delighted to announce our partnership with Joie today. Joie’s commitment to celebrating and embracing family values and delivering to a high standard aligns perfectly with Manchester City and we look forward to working together to bring new offerings and experiences to our fans.
“This recent partnership announcement is also another positive reflection of the growing commercial appeal for the women’s game and our Manchester City Women’s team and it’s great to have Joie with us on this journey.”
