February 21 – Manchester City have announced an extension of their partnership with ‘Experience’ management specialists Qualtrics to analyse feedback and understand the needs of fans at the Etihad Stadium.
An Official Club Partner since 2021, the new agreement will see Qualtrics expand its role as Official Experience Management Software partner.
Last season’s treble-winners are on a mission to develop a feedback system that keeps them constantly in the loop of the concerns of match-going fans.
Through the partnership with Qualtrics, fans will be canvassed with targeted post-match surveys and ‘in the moment’ feedback whilst they are visiting the Etihad Campus.
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.”
Contact the writer of this story, Harry Ewing, at moc.l1714750075labto1714750075ofdlr1714750075owedi1714750075sni@g1714750075niwe.1714750075yrrah1714750075