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On January 20, 2024, Manchester City officially announced the signing of Abdukodir Khusanov from French club Lens. This transfer had a major impact not only in sporting terms but also commercially and from a marketing perspective.
Earlier, English analysts noted that after Khusanov's arrival, the number of fans visiting the Etihad from Uzbekistan increased, and ticket sales rose.
Now, according to an article published by cityxtra.co.uk, City is developing business partnerships in Asia through Khusanov.
The club recently announced Vietnam-based energy drink brand Wake-Up 247 as its official partner. Through this collaboration, City strengthens its presence in the Northeast Asia region.
Wake-Up 247 products will now feature the club’s logo as well as images of stars like Haaland, Foden, and De Bruyne. The brand will also be advertised on banners at the Etihad Stadium.
“The Khusanov transfer was a success for the club not just tactically, but also in terms of strategic business potential,” said Vayam Lahoti.
Thang Chuong Cong, CEO of Masan Consumer Holdings — the company behind the Wake-Up 247 brand — also expressed his excitement:
“Through this partnership with Manchester City, we aim to expand innovative initiatives across Asia. Khusanov’s transfer accelerated this effort.”
Abdukodir Khusanov is a member of the Uzbekistan national team. His transfer, including bonuses, totaled €50 million. The 21-year-old defender signed a contract running until mid-2029.
So far, he has made his debut in the Premier League, FA Cup, and UEFA Champions League. Pep Guardiola has shown trust in him, gradually including him in the starting lineup. Read 'Zamin' on Telegram!
01:58, 13-04-2025
