Manchester City, 2021 Premier League champions, have partnered with Qualtrics to deliver an enhanced digital experience for fans by harnessing the power of Qualtrics experience management software.
English football fans were born in May, in time for the last weekend of the Premier League season, the elite of the English football pyramid and the world’s most watched sports league. Attendance at the matches in person was allowed after British Prime Minister Boris Johnson’s announcement outlining the pandemic roadmap which included easing lockdown restrictions. Although limited to home fans, up to 10,000 fans attended the Premier League live, in person for the first time in 14 months, with Manchester City winning the 2021 trophy.
Looking forward, the 2021-2022 Premier League season sees an increase in attendance at the beautiful game as restrictions continue to ease. Manchester City, which now averages 50,000 spectators, has partnered with Qualtrics, the leader and creator of the Experience Management (XM) category, to improve the matchday fan experience. Manchester City FC, along with the 10 other clubs, includes City Football Group and considers New York City FC and Melbourne City FC to be its sister clubs.
“As a club, we are constantly striving to improve our match day offering for supporters both in the stadium and on our digital platforms for those who follow around the world,” said Stephan Cieplik, vice -Senior Sales President of Global Partnerships, City Football Group. “Through this new partnership with Qualtrics, we will be able to use state-of-the-art software to gather valuable feedback and insights from those at the heart of our club to help shape future game day decisions. . “
Qualtrics experience management software to deliver unparalleled game days
As part of this strategic partnership, Qualtrics becomes Manchester City’s official experience management software partner to deliver on the football club’s commitment to providing the best possible match experience for fans. ManCity will now have access to fan commentary for every match leveraging the best experience management software from SAP company.
“With Qualtrics, Manchester City can listen to and understand fan feedback in real time and take action to improve match day experiences,” said Brad Anderson, President of Qualtrics Products and Services.
“But the fan experience isn’t just at the stadium – the digital and home fan experience is just as important, and Qualtrics will help Manchester City deliver a personalized experience to their fans wherever they are,” said Anderson.
In addition to providing a holistic game day experience – from catering to facilities and retail – Qualtrics XM software can help ManCity strategically plan and make informed decisions in the future by having access to valuable information and real-time data from fans. Further activations will soon be implemented across the organization to improve and further expand the digital experience of Cityzens around the world.
Quatrics has enabled organizations around the world to better understand and act on customer and employee experiences. In April 2018, Qualtrics XM Insight Institute, in partnership with Temkin Group, analyzed the professional sports audience both on television and in person for MLB, MLS, NASCAR, NBA, NFL, NHL , the PGA, the USTA and the WNBA. The study found that organizations can gain maturity in customer experience – and therefore long-term success – by focusing on four customer experience skills: purposeful leadership, employee engagement, compelling, brand values and customer connectivity.