Manchester City FC has announced a partnership with Qualtrics – an experience management company which will become the clubs official management software partner.

The new collaboration looks to provide the best possible matchday experience for fans and will allow the Club to use industry software to listen to fans’ feedback following each fixture.

Stephan Cieplik, Senior Vice President of Global Partnerships Sales, City Football Group, noted: “As a Club, we are continually working to improve our matchday 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 matchdays.”

Qualtrics promises to provide ‘valuable insight’ and real-time data from fans to help the club shape future strategic planning and decisions in terms of matchday experience to catering, facilities and retail.

Qualtrics’ President of Products and Services, Brad Anderson, commented: “With Qualtrics, Manchester City can listen to and understand fan feedback in real time and take action to improve matchday experiences. 

The new partnership is also expected to include further activations across wider areas of the organisation in coming months by listening to fan feedback and aiming to enhance the digital experience for fans globally. 

“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,” Anderson added.

Another recent collaboration for the Premier League side was with Expo 2020 Dubai which became the club’s official training kit partner for the 2021-22 season in the lead up to the Expo 2020 event which commenced on 1 October.

This saw the club host daily football sessions at the Expo site, led by City coaching staff who promised to apply the same training methodology used by the teams on the Manchester pitches.

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