The Khusanov effect: How an Uzbek defender redefined Manchester City’s global marketing

According to the publication, Khusanov has transitioned from being a promising talent to a pivotal component of Pep Guardiola’s squad. Simultaneously, he has emerged as a national hero for millions of Uzbeks. As Uzbekistan recently secured its first-ever qualification for the FIFA World Cup, Khusanov’s success in the English Premier League (EPL) is being viewed as a catalyst for the country’s growing international prestige.

A transfer beyond sports

Khusanov’s move to Manchester City for a reported £33.6 million was a landmark event for Uzbek football. However, the transfer also carried significant geopolitical weight. The article notes that while football is a prime way for emerging nations to illustrate their independence, old ties are not easy to cut. Grumbling occurred in the country at the way the transfer was reported in Russia, which ruled Uzbekistan until independence was declared in 1991.

His journey at the Etihad Stadium was initially challenging, especially during his debut against Chelsea, but the young defender has "risen like a phoenix" this season. Following injuries to Ruben Dias and Josko Gvardiola, Guardiola placed his full trust in the Uzbek international. Khusanov’s performance during last Sunday’s clash against Liverpool at Anfield was described as "immense." He has now started ten consecutive matches for the senior team, a run surpassed only by Nico Gonzalez within the current squad.

Explosive digital growth

The “Khusanov effect” is most visible in the club’s digital metrics. In January 2025, eyebrows were raised at City when the announcement of his signing proved more popular online than that of Omar Marmoush from Frankfurt.

While club officials were confident in Khusanov’s talent, the intensity of the digital engagement was unprecedented. In the two weeks after he signed, the club’s YouTube channel received more views from Uzbekistan than any other country, including the UK and Brazil.

By the end of the 2024/25 season, total views from Uzbekistan exceeded 26 million, propelling the country to 4th place globally in terms of the club’s digital audience. Furthermore, nearly one million Uzbek users now actively engage with the club’s official website and mobile application.

Economic impact and strategic partnerships

The surge in interest is not confined to the internet. Over the past two years, Manchester City’s fan base in Uzbekistan has expanded by 500%, leading to the launch of an official supporters' club in Tashkent.

Perhaps most surprising to the club’s commercial department is the spike in sports tourism. Since Khusanov donned the City jersey, bookings for VIP packages and specialized travel tours from Uzbekistan to Manchester have increased ninefold (900%). This indicates that Uzbek football enthusiasts are willing to invest heavily to support their hero in person at the Etihad Stadium.

This localized popularity has attracted major corporate interests. Manchester City recently secured a deal with Artel Electronics, a company based in Tashkent with more than 10,000 employees. Notably, Artel approached the club looking to make the Uzbek defender one of their "poster boys."

Nodir Khikmatillaev, the company’s marketing director, stated:

“Today’s ‘New Uzbekistan’ is defined by openness, rapid development and rising expectations from people across the country. As a leading Uzbek manufacturer, we feel a responsibility to match that ambition with technologies and products that meet global standards.

“Partnering with Manchester City – one of the world’s leading football clubs – reflects this new era for our country. Together, we want to bring world-class football into the homes of fans across Uzbekistan and Central Asia, inspire the next generation of talent and show what brands from New Uzbekistan can achieve on the global stage.”

A global brand ambassador

Club officials now view Khusanov as a player who can lead Uzbekistan into its next era, drawing parallels to the influence of other Asian football icons. The club’s media team even noted the dedication of Uzbek journalists, such as those from Championat.asia, who traveled as far as the Arctic Circle to cover the team’s Champions League fixture against Bodo/Glimt in Norway.

The report concludes that although Khusanov may still be learning how to speak with teammates, the 21-year-old “can speak the most important language when he is on the pitch.”