Manchester City have penned a new two-year deal with a brand new Far East signing –a Malaysian male grooming brand.
Now City’s Official Personal Male Care Partner in Malaysia, Dashing has acquired licensing rights to use the club crest and player imagery in national TV marketing and social media campaigns as the club sniff dominance in Asia.
The deal will also give Dashing customers the chance to form a bond with the club that is more than skin-deep and meet City stars such as Sergio Aguero, Vincent Kompany, Martin Demichelis and David Silva through the DASHINGgoesManCity contest.
Chief Business Officer for Manchester City, Tom Glick, said: “Dashing is a major player in the Malaysian skin and body care market, which has gone on to become one of the nation’s leading brands.
— Manchester City FC (@MCFC) September 24, 2014
“Having built up a long and trusted reputation among the millions of young men in the region who also love football, Dashing is the perfect fit for Manchester City.
“When the club visited Kuala Lumpur during a previous pre-season tour, we were blown away by the passion and commitment of our Malaysian’s fans.
“We look forward to working with the Dashing team and to welcoming our loyal Malaysian fans to the Etihad Stadium throughout the season.”
Lucky Dashing customers will also be in with the chance to win a series of all-expense paid trips to Manchester to watch Manuel Pellegrini’s men in action, live at the Etihad.
Blues players are no strangers to being the face of hygiene products with goalkeeper Joe Hart famously fronting a campaign for shampoo company Head & Shoulders.
Launched more than 25 years ago, Dashing was heralded as Malaysia’s first ever male body-care brand and has since gone on to release a range of fragrances, deodorants, skin care, shower and hair styling products, making them the market leader among young Malay men.
With a product portfolio ranging from EDT, antiperspirant deodorants, roll-ons, body showers, facial cleansers, hair gels and talcum powder, Dashing now have their sights set firmly on football.
Rishi Pahwa, Marketing Manager for Dashing, said: “Dashing is the only Head-to-Toe male grooming brand in Malaysia that allows young modern men to exude confidence and become Dashingly cool.
“We realise the love and passion for football and especially English Premier League and are proud to present DASHINGgoesManCity contest whereby we look to reward DASHING users with once in a lifetime opportunity for a VIP experience of the English Premier League.
“To bring this opportunity to every single football fan, the contest has been kept very simple in the form of SMS and win with no restriction on purchase.
“We also look to reward every DASHING user with assured prizes with every purchase during this campaign.”
It is the latest partnership City have formed in Asia, a territory traditionally dominated by neighbours Manchester United in marketing terms.
For more information about the contest, click here.