Following GAIN Capital’s announcement last week that it has signed a new sponsorship deal to become Manchester City’s Official Online Trading Partner, PHAR Partnerships has revealed its appointment as the company’s activation and consultancy agency for the agreement. PHAR has worked with representatives from GAIN Capital over the previous few months to help finalise the specifics of the agreement with the 2011/12 Barclays Premier League Champions, whilst creating a full strategic plan of activation to provide a clear illustration of the potential benefit and exposure possible through an association with one of the world’s leading football clubs. With the deal now completed, PHAR will work with GAIN on the implementation of all sponsorship activity, including the creation of exclusive behind-the-scenes content from Manchester City to give further insight into how the club is run through interviews with the players, senior executives and backroom staff. This content will help to promote FOREX.com, the retail division of GAIN Capital. GAIN Capital chief marketing officer, Samantha Roady said: ‘The agreement with Manchester City will enable us to engage our key audience groups in ways we’ve never been able to do before. Having PHAR’s experience to help us understand the long term value of this type of partnership has been extremely useful to help finalise the deal, and I look forward to working closely with them to fully maximize the potential of the sponsorship.’ Josh Green, head of activation and consultancy for PHAR in the UK, added: ‘We are delighted to be working with GAIN Capital during this very exciting time for the company.’ ‘An association with Manchester City offers the opportunity for unique engagement of clients and customers across the world, and PHAR’s 20 years of experience activating football partnerships through our 7 international offices will help to ensure maximum global exposure for GAIN Capital through this sponsorship.’ City lost 2-1 to European Champions Bayern Munich last night in the final of the pre-season Audi Cup, with their goal coming from new £20m signing Alvaro Negredo. City also beat AC Milan 5-3 on Wednesday, with all the goals coming in a bizarre first half flourish that saw the Premier League runners-up race into a 5-0 lead in 36 minutes, before three goals in nine minutes from the Italians. - See more at: http://www.sportindustry.biz/news/view/12422/phar-set-to-gain-from-man-city-partnership#sthash.alWWE1fW.dpuf