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Bermuda Shaun Goater is a Bermudian former professional footballer, coach, and pundit, recognized for his prolific goal-scoring career primarily with Manchester City and his continued involvement in football development and coaching.
C.P. Company became the fashionwear partner of Manchester City football club. Shaun Goater was present as a former Manchester City footballer and club legend at events related to this partnership, highlighting the connection between fashion and football. The partnership was perceived as a natural fit between the brands and the club's culture.
Asahi Super Dry partnered as the official beer partner of the City Football Group clubs, including Manchester City. Shaun Goater was involved in promotional events for this partnership, including being on 'The Pride of Manchester City' to announce the Japanese beer brand as a new global partner. He celebrated the new partnership with other former City stars.
Leonard Shaun Goater, born on February 25, 1970, in Hamilton, Bermuda, began his football journey at an early age. His initial exposure to English football came in 1987 during a football and basketball tour, leading to a trial with Manchester United. Although he did not break into Manchester United’s first team, Goater signed with Rotherham United in 1989 to pursue first-team opportunities. He spent seven seasons at Rotherham, establishing himself as a reliable lower division striker, scoring 86 goals in 262 appearances. A notable achievement during this period was winning the 1996 Football League Trophy. Following a disagreement with his manager at Rotherham, Goater transferred to Bristol City in the 1995–96 close season for £175,000, where he continued his goal-scoring form with 45 goals in 81 appearances over nearly two years, earning a place in the PFA Team of the Year for his division.
In March 1998, Goater joined Manchester City for £400,000. This move marked a significant period in his career, despite Manchester City facing relegation to the Second Division in his first season. Goater quickly became a fan favorite, with supporters creating the chant “Feed The Goat And He Will Score.” He finished as Manchester City’s top goalscorer for four consecutive seasons, scoring 21 goals in 1998–99, 29 goals in 1999–2000 (also being named the club’s Player of the Year), 11 goals in 2000–01, and over 30 goals in 2001–02. This latter season saw him become the first Manchester City player since Francis Lee in 1972 to achieve this feat and he was the top scorer in the division, securing promotion to the Premier League as champions. He scored his 100th goal for the club in a derby match against Manchester United and achieved the fastest goal by a substitute in Premier League history in February 2003, scoring nine seconds after coming on. He departed Manchester City in 2003, having scored 103 goals in 212 appearances.
After leaving Manchester City, Goater joined Reading in August 2003. His time at Reading was brief, marked by a change in management that limited his playing opportunities. He had a loan spell at Coventry City before joining Southend United in 2005 for what would be his final professional season. At Southend, he contributed to their promotion to League One, scoring 11 goals. Goater retired in May 2006. Post-retirement, he transitioned into coaching and football development, managing the North Village Rams in Bermuda from 2008 to 2013, winning seven trophies. He also held coaching roles at New Mills, Ilkeston, and Macclesfield Town before returning to Manchester City’s academy coaching staff in 2021 as part of the Premier League’s Coach Inclusion & Diversity Scheme. In April 2023, he became assistant manager for Manchester City W.F.C., and in August 2024, moved to Aston Villa W.F.C. as Assistant Head Coach, taking on an interim manager role in December 2024. Goater was awarded an MBE in 2003 for his services to sport and young people in Bermuda.
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