CITY Pep’s pulling power drives US audience
CITY will put the Pep Guardiolaeffect to the test with a tour of America this summer.
The club are set to officially announced plans to take part in the International Champions Cup – which is likely to include a derby against Jose Mourinho’s United.
Barcelona are also touring the US, as well as Tottenham.
It will be the first time City have headed to the States since a postseason tour with Manuel Pellegrini in 2015.
The club have reported a discernible spike in commercial interest since the appointment of a marquee manager in Guardiola – even if performances on the pitch have so far fallen short of expectations.
Under Guardiola, interest America has soared.
Figures released last month showed City had generated the highest average TV viewership of any Premier League club this season.
They had also been involved in the two most watched Premier League games in America this term – the New Year’s Eve defeat to Liverpool (1.235m) and January’s draw with in Tottenham (1.16m). On Friday, City became the first Premier League club to announce a sleeve sponsor, with a multi-million pound deal with Nexen Tyres.
The club’s chief commercial officer, Tom Glick, confirmed plans to tour the US at the end of July and build on their growing supporter base across the Atlantic.
He said: “It is an incredible soccer market, and a growing soccer market, and that’s one of the reasons we will be back there this summer to help add value and engage young boys and girls, as well as teenagers, who are loving the game.
“There are a number of us who are doing very well in the US. There are a handful of clubs with a legacy of winning in the past who perhaps had an earlier start.
“Americans have been following soccer for decades, but we are doing very well right now and I think much of the credit should go to NBC Sports. We happen to have been on TV a lot and our numbers have been good, which means fans are liking the style of football we are playing and we’ve benefited from having some good match-ups.” City were due to face United in Beijing last summer – but what would have been Guardiola’s first derby descended into farce when the game was called off due to an unplayable Tom Glick, City’s chief commercial officer pitch. With organisers of the ICC keen to pair Guardiola and Mourinho this summer, it could go ahead 12 months after it was originally scheduled.
Glick says it is crucial that City are involved in such glamour ties like United and Barcelona.
“It’s also helpful for us to get tuned up for the start of the Premier League season,” he said. “There is a process of getting fit and then getting match fit and sharp against the better opponents.
“As we roll into our summer tour in the US in late July, it is time to test ourselves against the best opponents. For that reason it’s helpful and then certainly for fans big match-ups are very valuable.”
It was notable that Guardiola, and injured Brazilian striker Gabriel Jesus, were used as part of a photocall to announce the Nexen deal.
City are determined to exploit the marketability of such high-profile figures at the club.
“When you have an opportunity to add a manager of the calibre of Pep, you do it,” added Glick. “And when you have someone like that he adds that extra bit of magic off the pitch as well as helping us to win games and recruit the best players.”