Manchester City Football Club

Rethinking fan engagement and loyalty in football

Services

Industries

Consumer

Digital fan engagement

A six-month sprint fosters the club’s community

Challenge

Despite being the first football membership to focus on digital channels, the Club’s “Cityzens” fan platform had a low engagement rate, especially with international supporters.
Solution

Within six months, Method and GlobalLogic researched, defined, designed, built and launched a global fan platform that rewards fans’ loyalty and empowers them with a social tool.

One million fans in one month

Results

Our partnership with Manchester City Football Club resulted in an understanding of fan loyalty and engagement at a global level, reaching roughly 1 million fans in the first month on the market. Cityzens continues to be a key component for digital fan engagement for the club.

Designing for a global fan base

By taking a strategic, user-centered design approach from the start, we distilled the business’ objective into a clear value proposition for fans. Cityzens took the shape of a global fan platform that rewards fans’ loyalty while empowering them with a social tool to create and connect with an active, global community.

On the back end, Cityzens’ admin console provides Manchester City FC teams with tools to analyze engagement and behavioral analytics, empowering the club to continually optimize the experience for users – the first football club to do so.
Accelerating time to market together

In under six months, the product went from definition to launch, serving a million fans worldwide in the first month. This was made possible by bringing together Manchester City’s Fan Engagement, Digital and IT teams, and Method Design and GlobalLogic Engineering teams utilizing a weekly cadence for in-person team synchronization.

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