Rethinking fan engagement and loyalty in football
Manchester City Football Club is an English football club based in Manchester, UK. They compete in the Premier League, the highest level of English football. The team was founded in 1880 and recently won the Premier League championship in 2018. In 2019, the club also won all four domestic trophies in England – an unprecedented achievement.
Despite being the first football membership to focus on digital channels, the Manchester City FC’s fan platform “Cityzens” had a low engagement rate, especially with international supporters. Research led to the concept of a global fan platform that rewards fans’ loyalty while empowering them with a social tool to create and connect an active, global community. Method and GlobalLogic worked hand-in-hand to define, design, build and launch this vision in less than six months.
Method and GlobalLogic worked hand-in-hand with MCFC to define, design, build and launch this vision in less than six months. Our partnership resulted in an understanding of fan loyalty and engagement at a global level, reaching roughly 1 million fans in the first month in the market. Cityzens continues to be a key means of digital fan engagement for the club.