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Premier League champions to focus on fan engagement through partnership.

Manchester City announced a partnership with the experience management company, Qualtrics, which will become the club’s official management software partner.

The new partnership will provide the best match day experiences for the fans, and City will use Qualtrics’ software to listen to the fan feedback after every game. The SAP-owned Seattle headquartered firm will be sharing ‘valuable insight’ and real-time data from the fans to City to help them build their strategic planning for the future accordingly. City will take the data from how the fans interact through the club’s shopping, eating, and drinking facilities. Both parties will also collaborate to enhance the digital experience for fans globally too. 

Qualtrics’ President of Products and Services, Brad Anderson, stated,

 “With Qualtrics, Manchester City can listen to and understand fan feedback in real time and take action to improve match day experiences.

‘Fan experience isn’t limited to the stadium — the digital and at-home fan experience is just as important, and Qualtrics will help Manchester City to deliver a personalised experience to their fans wherever they are.”

Stephan Cieplik, Senior Vice President of Global Partnerships Sales, City Football Group, commented,

 “As a Club, we are continually working to improve our match day offering for fans both in-stadium and across our digital platforms for those following across the globe. 

‘Through this new partnership with Qualtrics, we will be able to use industry-leading software to gather valuable feedback and insight from those at the heart of our Club to help shape future decisions around match days.”