Manchester City are looking to develop their global fan base thanks to the magnetism of the Barclays Premier League.
The Citizens want to become the club of choice for football supporters worldwide undecided about which colours to wear.
City’s brand and marketing officer David Pullan said: “There is a vast international audience for the Premier League and lot of those viewers probably have not formed an allegiance to one club.
“There are the obvious choices but there is plenty of room for the non-obvious choices.
“We have a compelling story to tell about the kind of club we are, the kind of values we have and the kind of relationship we have with this city.”
The landscape at Eastlands has changed remarkably following the takeover by the Abu Dhabi United Group last year.
That was emphasised on Tuesday with the £12m arrival of established England midfielder Gareth Barry from Aston Villa.
Behind the scenes there is considerable activity as well with City forming a 10-year partnership with Umbro.
Pullan is excited about the future and says he is not concerned about living and competing alongside Manchester United.
He said: “I do not really think about it. One of my former bosses used to say: ’Worry about the things you can affect’. That is a very good mantra to live by.
“I cannot affect what they do and how they operate and I not going to worry. We will do what is right for our club and our supporters.
“Hopefully in the long term that will bring us to a level of success that is comparable to the best sporting clubs in the world. That is our ambition.”
Part of the deal with Umbro is that they will supply home, away and third City kits for the 2009-10 season.
Pullan added: “They are a company with very deep roots in the city. It is very much consistent with our club and how we feel about our role in Manchester. We share an agenda.
“Both of us have been acquired by much bigger organisations with deep pockets and big ambitions. We have a similar desire and aspirations to grow and become more successful.
“We have a commitment to building a successful and sustainable club for the future and a big part of that is around innovation.”
Umbro spokesman Martin Prothero said: “This is an exciting opportunity for both Umbro and Manchester City to build on their collective heritage and create truly iconic football brands.”