Manchester City has selected VTEX to become the club’s official digital commerce orchestration platform.
As part of the agreement, the reigning Premier League champions will explore new ways to streamline digital commerce experiences with guidance from VTEX. Manchester City have outlined that the aim is to offer a ‘seamless and intuitive journey’ for supporters.
Greg Swimer, Chief Technology Officer of City Football Group, commented: “We are proud to partner with VTEX as we further strengthen our position through implementing leading technology.
“We are looking forward to harnessing VTEX’s cutting edge technologies as we further integrate fans’ commerce experiences and bring new possibilities to our global commerce operation.”
One key benefit for fans from the deal is the ability to select Manchester City experiences with a seamless online or mobile checkout. Meanwhile, VTEX will gain visibility through in-stadium and online advertising.
Santiago Naranjo, CRO at VTEX, added: “Our partnership with Manchester City marks a turning point in how sports teams connect with their global community through seamless, unified commerce that offers multiple opportunities for fan engagement.
“Our collaboration is dedicated to transforming the fan experience, elevating engagement both in stadium and beyond with seamless interactions that bring them closer to the team, whether they’re at the game or following from anywhere in the world.”
Last month, City signed a multi-year partnership with Publicis Sapient to revamp its digital infrastructure. This move is part of a broader strategy to enhance fan experiences online, with the club also partnering with global banking firm Veritan to streamline payments across various sectors.
This shift mirrors a growing trend in football, with more clubs focusing on digital experiences, especially in merchandise sales. Given the global fanbases and the ongoing push for digitisation, most sales are now made through clubs’ websites rather than in-person purchases.
Manchester City’s focus on digital transformation is evident in its financial results for the 2023/24 financial year, where it reported a revenue increase to £715m – £2.2m higher than the previous season – along with a net profit of £73.8m.
