Manchester City FC renew Qualtrics partnership

Manchester City Football Club have announced a long-term renewal of their partnership with Qualtrics, an experience management (XM) company.

Qualtrics will thus remain the club’s Official Experience Management Software Partner and continue supporting them with match surveys, experience measurement programmes, and engagement activities.

Qualtrics will also continue to help Manchester City understand the impact and effectiveness of their partnerships and activations and use that insight to inform future commercial strategies. Qualtrics tech will also be present across a range of experiences that will be made available to City fans. 

Mark Lambert, Vice-President, Partnerships Marketing & Operations, City Football Group, commented:

“We are delighted to extend our partnership with Qualtrics. Since joining us in 2021, they have provided valuable expertise and insights that have helped us better understand the experiences of our supporters, partners and visitors, enabling more informed decision-making across the Club.

“Creating exceptional experiences is central to our approach, and Qualtrics’ technology has helped us turn feedback into action.

“As the Etihad Campus continues to grow, with our new food and beverage offerings, Medlock Square and the new Medlock hotel, the data and understanding we gain will play an important role in shaping the future experiences we deliver.”

Jason Maynard, CEO, Qualtrics, added:

“Manchester City is setting the standard for how great sports organisations turn insight into action.

“Together, we’re creating more meaningful experiences and better outcomes for fans, visitors, and partners across every interaction that matters.”