VICE series for Etihad, Manchester City club

abu dhabi — Etihad Airways and Manchester City Football Club have joined forces to celebrate grassroots football, shining a light on inspiring untold stories from a selection of the airline’s key global gateways. City2City is a new digital video series in which Etihad Airways and Manchester City visit some of the world’s most popular cities, Beijing, New York, Paris and Mumbai, all of which are important destinations on the Etihad Airways network. The series lifts the lid on how grassroots football inspires, motivates and shapes young lives, while uncovering fascinating aspects of each city.

To delve fully into the nuances of different cultures, Etihad Airways and Manchester City reached out to acclaimed youth media brand, VICE Media, through its in-house global agency, Virtue Worldwide, to produce City2City. The series tells everyday stories of aspiring young footballers and leaders who are using the power of football to help transform young individuals in four dynamic metropolises.

Patrick Pierce, vice president marketing partnerships at Etihad Airways, said: “Together with City Football Group, we are proud to produce a four-part series highlighting the positive social contributions football can make in local communities. We are also committed to supporting the development of youth football globally by encouraging young male and female athletes to pursue their goals in sport and in life, and to contribute positively to their communities.”

Tom Glick, City Football Group Chief Commercial Officer, said: “We are extremely proud to have produced a series of content with our partners, Etihad Airways, which will resonate with City fans as well as the football fans all over the world. Stripping football to its core, City2City showcases the simple purity of the grassroots game and the bonds of friendship, inspiration and teamwork which can be found in the world’s favourite sport.”—