2021 Premier League champions Manchester City has partnered with Qualtrics to deliver an enhanced matchday digital experience for fans by harnessing the power of Qualtrics Experience Management software.
The English football fans have seen the light of day in May, in time for the final weekend of the Premier League season, the top flight of England’s football pyramid and the most-watched sports league in the world. In-person game attendance was allowed after the announcement of the UK Prime Minister Boris Johnson, outlining the pandemic road map that included the easing of lockdown restrictions. Though limited to home supporters, up to 10,000 fans have witnessed the Premier League live, in-person for the first time in 14 months, with Manchester City winning the 2021 the trophy.
Forging ahead, the 2021-2022 Premier League season is seeing a surge in attendance of the beautiful game as restrictions continue to relax. Manchester City, which now averages a historical 50,000 crowd attendance, has partnered with Qualtrics, the leader and creator of the Experience Management (XM) category, in a bid to enhance the fans’ matchday experience. Manchester City FC, along with the other 10 clubs, comprises the City Football Group and considers New York City FC and Melbourne City FC as its sister clubs.
“As a club, we are continually working to improve our matchday offering for fans both in-stadium and across our digital platforms for those following across the globe,” said Stephan Cieplik, Senior Vice President of Global Partnerships Sales, City Football Group. “Through this new partnership with Qualtrics, we will be able to use industry-leading software to gather valuable feedback and insight from those at the heart of our club to help shape future decisions around matchdays.”
Qualtrics Experience Management Software to Deliver Unmatched Matchdays
Under the strategic partnership, Qualtrics becomes the official Experience Management software partner of Manchester City to deliver the football club’s commitment to providing the greatest feasible matchday experience for fans. ManCity will now have access to fans’ feedback in every game by leveraging the SAP-owned company’s best-in-class experience management software.
“With Qualtrics, Manchester City can listen to and understand fan feedback in real-time and take action to improve matchday experiences,” commented Brad Anderson, Qualtrics President of Products and Services .
“But fan experience isn’t limited to the stadium — the digital and at-home fan experience is just as important, and Qualtrics will help Manchester City to deliver a personalised experience to their fans wherever they are,” Anderson highlighted.
On top of delivering holistic matchday experience– from catering to facilities and retail– Qualtrics XM software can help ManCity plan strategically and make informed decisions in the future by having access to valuable insight and real-time data from fans. Further activations will soon be implemented across the organisation to further enhance and expand the digital experience for Cityzens worldwide.
Quatrics have been empowering organisations around the world better understand and take action on customers and employees’ experiences. In April 2018, Qualtrics XM Insight Institute in partnership with Temkin Group analysed professional sports viewership both on TV and in-person for MLB, MLS, NASCAR, NBA, NFL, NHL, PGA, USTA, and WNBA. The study revealed that organisations can gain customer experience maturity– consequently, long-term success– by focusing on four customer experience competencies: Purposeful Leadership, Employee Engagement, Compelling, Brand Values, and Customer Connectedness.
