Despite being the first football membership to focus on digital channels, the Club’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.
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 component for digital fan engagement for the club.
Research & Insights
Designing for a global fanbase
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