Manchester City has extended its partnership with American experience management company Qualtrics.
As per the agreement, Qualtrics, which has been an official club partner to City since 2021, will expand its role and become the club’s official experience management software partner.
2023 treble winners Manchester City will continue to work with Qualtrics on capturing and analysing fan feedback to assist the club in delivering ‘the best experiences, in and out of the Etihad Stadium.’
Through the collaboration, City will continue to benefit from receiving and analysing immediate fan feedback to understand the needs of match-attending fans at the Etihad Stadium. Data is collected through initiatives such as targeted post-match surveys and ‘in the moment’ feedback from fans whilst they are visiting the Etihad Campus.
Tom Boyle, VP, Global Partnerships Marketing & Operations at City Football Group, commented, “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.”
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