Sony has become the official virtual fan engagement partner of Manchester City FC in a boost for fan engagement through the use of modern technologies.

In creating new digital fan experiences, the collaboration looks to form a PoC (proof of concept) with to develop ‘new forms’ of digital content.

Nuria Tarre, Chief Marketing & Fan Experience Officer at City Football Group, commented: “At Manchester City we have a strong pedigree of continuously embracing the latest  technologies to enhance our operation – with particular focus on exploring ways to engage and entertain our global fanbase. 

“This partnership with Sony puts City at the development stage of an exciting project that will create immersive digital fan experiences that have never been seen before in football.”

The organisation states that the partnership looks to create a global online fan community which allows fans to get closer to the players and each other.

This looks to be carried out via an online ‘metaverse’ which is to to become a virtual recreation of the City’s Etihad Stadium.  

“We’re looking forward to launching this collaboration and bringing together Sony’s industry-leading technologies with the global network of Manchester City fans,”   added Tarre.

Earlier this year, the Premier League side was labeled as the most innovative sports team in the world by the Sports Innovation Lab.

Toshimoto Mitomo, Officer in Charge of Intellectual Property and Business Incubation  Platform at Sony Group Corporation, noted: “Through this PoC, Sony will support Manchester City to further increase the value of its content and engagement with its fans around the world. 

“Sony aims to create an online fan engagement platform that brings the club and its global fans closer together, demonstrating our commitment to the sports entertainment business and supporting our partners in seeking new opportunities.” 

The top-flight side recently suspended its contract with cryptocurrency platform 3Key over a lack of online presence believed to be behind the decision.

The company was titled as an official regional partner in decentralised finance trading analysis this month but just days after, was terminated as those running the business did not appear on relevant internet searches which brought up some concerns.

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