Manchester City Extends Partnership With Qualtrics As The Club’s Official Experience Management Software Partner

Fans enjoying a match at Manchester City Football Club

  • Manchester City has announced an extension of its partnership with Qualtrics, the leader and creator of the Experience Management Category.
  • The multi‑year agreement will see the organisation continue to provide fan‑centred insights to Manchester City

Manchester City has announced an extension of its partnership with Qualtrics, the leader and creator of the Experience Management (XM) Category.

An Official Club Partner since 2021, the new agreement announced will see Qualtrics expand its role as Official Experience Management Software partner. With Qualtrics®, the club continues to capture and analyse fan feedback at every point to deliver the best experiences, in and out of the Etihad stadium.

Through the partnership, Manchester City is able to receive and analyse convenient and immediate feedback to further understand the needs of match‑attending fans at the Etihad Stadium, through initiatives such as targeted post‑match surveys and ‘in the moment’ feedback from fans whilst they are visiting the Etihad Campus, including in the Kids Fanzone and hospitality areas.

During the four years that Qualtrics have been Manchester City’s Official Experience Management Software Partner, the global technology company has also worked with the club to create an innovative programme that allows perception, awareness and overall brand experience of partners to be monitored which supports in refining campaigns.

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Tom Boyle, VP, Global Partnerships Marketing & Operations at City Football Group, said: “We are pleased to extend our partnership with Qualtrics as we continue to look for ways to improve our matchday offering and other experiences beyond matchday for our fans. In recent years, we have seen increased matchday satisfaction results and Qualtrics have played a key role in helping us to understand and improve our services. We’re looking forward to building on this fantastic work during the next term of the partnership and in the future.”

Brad Anderson, President of Products and Engineering at Qualtrics, added: “Fans are the fuel in any football club and being able to continue to learn what fans want from the matchday experience is gold. With our strategic partnership, the club can amplify fan voices to drive deeper connections and take fan engagement to new heights.”