Manchester City has a powerful global fanbase — 100 million strong and growing — but engagement dropped as soon as the final whistle blew on the season.

Traditional campaigns worked, but they weren’t enough. The question: How might we create an always-on, meaningful relationships with fans — even in the off-season??

What we did

We shifted the mindset from seasonal campaigns to a 365-day community platform — built for connection, driven by data, and personalised for every fan, everywhere.

The new strategy blended content, commerce, and connection into a seamless experience:

• Always-on engagement
  No more waiting for match day — fans could access exclusive content, interviews, highlights, and interactive experiences whenever they wanted.

• Personalised experiences
  Using analytics and localisation, content was curated by language, region, and fan behaviour — making every interaction feel made-for-you.

• Global inclusivity
  AI-driven multi-language support ensured every fan, from Manchester to Mumbai, felt welcomed in their native tongue.

• Commerce, built in
  From merch to match tickets, fans could shop straight from the platform — with personalised offers and frictionless checkout.

• Community-first design
  Social features let fans connect, share, and celebrate together — turning passive supporters into an active global community.

How we made it real

We grounded every feature in deep fan insight:

• ⚽ Global fan focus groups and 1:1 interviews

• ⚽ Social sentiment and behaviour tracking

• ⚽ A/B testing of content and features

• ⚽ Usability and prototype testing

• ⚽ Real-world validation of personalisation strategies, including AI dubbing

Result

A smart, human, connected fan platform — one that drives engagement, commerce, and loyalty.It doesn’t just serve fans. It celebrates them.

Behind the scenes

This isn’t just a win for City. It’s a blueprint for modern sports engagement — creating emotional connections that last all year, not just 90 minutes. I led the strategy, research, and platform design — guiding the move from campaign thinking to continuous connection. The impact? Stronger loyalty, new revenue, and a global community that never goes quiet.