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How The World’s Leading Sports Team Uses Data To Enhance The Game

How The World’s Leading Sports Team Uses Data To Enhance The Game
Entertainment

One of the worlds biggest sports teams is sharing data to help its fans get more out of the brand experience and receive the best customer service

Piers Fawkes, PSFK
  • 25 july 2018

In a special NYC event that PSFK attended, Tom Glick, the Chief Commercial Officer of Manchester City, explained to an audience how the leading British soccer team is using data to improve its customer experience digitally today and will be enhancing the real-world experience with real time insights tomorrow.

Glick explained that the club has the ability to create multiple types of content and distribute through social channels, but that it was also important that they understand their fan needs. Manchester City is part of a global network of owned-sports teams and the executive admitted that this led to a broad audience of fans with differing needs.

A key part of the club’s content strategy is the provision of player and team stats. By revealing data that was previously accessible only to the coach and manager, it provides its customers with content that they can use as social currency and continue the discussion about the club, its players and its brand without Manchester City’s involvement. The club, which placed first in the 2017/18 Premiership season, understands that data about the performance of its team was something the fans wanted (even if they didn’t know it).

This video details one of the data-driven content campaigns the team ran:

For the next stage, the club will work with SAP to enhance “game-day” experience for fans. Dan Fleetwood, VP of Global Sponsorships at SAP, spoke about how they’ll take systems and learnings from their work with the 49ers American Football team to improve the Manchester City experience. In San Francisco, the software company has helped build a ‘war-room’ that gathers data from multiples  sources and helps the team there spot issues around congestion and inventory. The sports team can then respond to guide fans to gates that are less busy, for example, or to a concession which still has beers.

At the event held not far from the grounds of sister-team New York City Football Club, Glick explained that fans were at the center of everything the club does, though he did give a word of caution when it comes to using data, adding that “data is not enough. You need an attitude and mindset to learn from and apply that data—whether it’s the players or the marketers. To begin with, you need to identify what you want to try to learn.”

Manchester City


Lead image: Fresno Cityzens via Instagram

In a special NYC event that PSFK attended, Tom Glick, the Chief Commercial Officer of Manchester City, explained to an audience how the leading British soccer team is using data to improve its customer experience digitally today and will be enhancing the real-world experience with real time insights tomorrow.

+consumer insights
+Entertainment
+fitness & sport
+football
+loyalty & membership
+post purchase & service
+realtime data
+Shopper education & assistance
+soccer

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