Manchester City Extends Its Partnership with Qualtrics

Manchester City announced today the extension of its long-standing partnership with Qualtrics, further strengthening its ability to deliver exceptional experiences to its fans on match days and beyond. Since 2021, Qualtrics, as the British soccer club’s official partner for experience management software, has been providing technologies to collect and analyze feedback from different target groups and across various touchpoints. This helps the club make more informed decisions regarding matchday operations, fan engagement initiatives, and the entire Etihad campus.

Numerous Initiatives Since the Start of the Partnership

Since the start of this collaboration, Qualtrics has supported numerous initiatives, including post-game surveys, customer satisfaction measurement programs, and efforts to strengthen fan loyalty across all areas of the club’s operations. This technology enables Manchester City to quickly identify trends and opportunities and to better understand what matters most to fans, visitors, and partners. This partnership has also provided valuable insights into sponsor perception and brand engagement as part of Manchester City’s commercial activities. By measuring the impact of partnerships and marketing initiatives, the club can more accurately assess their success and effectiveness, and leverage the insights gained in a targeted manner to develop future commercial strategies and business opportunities.

Medlock Square at the Etihad Campus — the club’s stadium and training center

The Etihad Campus—the club’s stadium and training center—is expanding with the opening of Medlock Square, a new year-round leisure and entertainment destination. In the future, Qualtrics technology will also be deployed there to further enhance the growing range of experiences offered to fans and visitors. Advanced technological features, including AI-powered analytics, will enable Manchester City to leverage feedback even more effectively and on a larger scale. This will allow the club to better understand the experience of all visitors to the campus and respond to it in a targeted manner. Mark Lambert, Vice President of Partnerships, Marketing, and Operations at City Football Group, explains:

“We are delighted to extend our partnership with Qualtrics. Since the start of our collaboration in 2021, the company has provided valuable expertise and insights that have helped us better understand the needs and expectations of our fans, partners, and visitors, and thus make more informed decisions at every level of the club.”

“Creating exceptional experiences is at the heart of what we do, and Qualtrics’ technology has helped us translate feedback into concrete actions. As the Etihad Campus continues to expand with new dining options, Medlock Square, and the new Medlock Hotel, the data and insights derived from these initiatives will play a central role in designing the experiences of tomorrow. ” Jason Maynard, CEO of Qualtrics, adds: “Manchester City sets the standard for how major sports organizations turn insights into concrete actions. Together, with every meaningful interaction, we’re creating even more enriching experiences and better outcomes for fans, visitors, and partners.”