Soccer - Man City Flag Image by jorono from PixabayManchester City Football Club has extended its existing partnership with Qualtrics in another multi-year agreement. The two organisations first partnered in 2021 with Qualtrics, providing its Experience Management platform for the football club.

The agreement will see Man City continue to use the Qualtrics Experience Platform. Over the past four years, the platform has helped the football club better understand and engage with fans across physical and digital engagement.

Brad Anderson, President of Products and Engineering at Qualtrics. Image credit LinkedIn
Brad Anderson, President of Products and Engineering at Qualtrics

Brad Anderson, President of Products and Engineering at Qualtrics, added, “Fans are the fuel in any football club and being able to continue to learn what fans want from the matchday experience is gold. With our strategic partnership, the Club can amplify fan voices to drive deeper connections and take fan engagement to new heights.” 

Looking back with Qualtrics

Key improvements that Man City has made include:

  • Listening to fans’ feedback to improve all elements of the journey fans take as they visit the Club’s facilities at the Etihad Campus
  • Enabling fans to share their opinions everywhere, with the implementation of QR codes and iPads around the stadium for fans to share their views
  • Gathering live feedback during the online ticket and merchandise buying journeys to understand fan satisfaction and identify moments of friction
  • Improving hospitality experiences, including the Kids Fanzone and ensuring issue resolution and expectations can be managed quickly and efficiently
  • Listening to feedback and tailoring digital experiences to increase engagement and make improvements to club content by measuring the effectiveness of help and support pages
  • Developing more meaningful relationships with partners using rich data to drive increased awareness and perception

Looking forward

Qualtrics will now expand its role as the Official Experience Management Software partner. It will continue to capture and analyse fan feedback at every point of the customer journey. The relationship allows Man City to gain instant feedback on the experience, enabling it to react quickly if there is an issue. The platform already supports partners and the Club to nuance campaigns and the experiences that fans receive.

The partnership will no doubt help refine the planned expansion of the Etihad Stadium. This will see several connected all-weather facilities. Man City will also expand the North Stand, increasing the capacity of the ground to over 60,000. This program of works, representing a £300 million investment, should be completed during the 2025/26 season. Other improvements include:

  • A sky bar with views overlooking the pitch
  • A stadium roof walk experience
  • A covered City Square fan zone with a wide variety of food and drink outlets and a capacity for 3,000 people
  • A new club shop
  • A museum
  • Modest workspace
  • A 400-bed hotel

Tom Boyle, VP of Global Partnerships Marketing & Operations at City Football Group, said, “We are pleased to extend our partnership with Qualtrics as we continue to look for ways to improve our matchday offering and other experiences beyond matchday for our fans. In recent years, we have seen increased matchday satisfaction results and Qualtrics have played a key role in helping us to understand and improve our services. We’re looking forward to building on this fantastic work during the next term of the partnership and in the future.”

Enterprise Times: What does this mean?

Retention for a SaaS firm is always good news. When it means a multi-year agreement with a global brand such as Manchester City, doubly so. With the realisation of the investment into the stadium facilities, this is good news for both Qualtrics and Manchester City. It has a proven solution that will help to rapidly iron out any issues with the new facilities. Qualtrics will also gain, potentially from the integration that Man City will no doubt incorporate into the new venues.


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