City Football Group (CFG), the parent company of Manchester City FC and three other clubs globally, last month announced a major technology deal with cloud software firm SAP. Marketing Week’s Jonathan Bacon attended the announcement at the City Football Academy in Manchester to hear how technology will underpin CFG’s ‘family of clubs’ business model and its future fan engagement activities.
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Since its 2008 takeover by Abu Dhabi investors, Manchester City has established itself not only as one of English football’s most successful clubs but also its most exciting brand, forming a unique ‘family of clubs’ to reach new fans around the world.
Manchester City FC’s Abu Dhabi owners have invested in three other football clubs worldwide, expanding the core brand’s reach while creating a halo effect for the rest, says the commercial head of the group’s marketing operation Omar Berrada.
Manchester City FC is aiming to coordinate marketing activities and data sharing across its growing ‘family’ of sister clubs around the world by signing a major new technology deal with cloud software provider SAP.
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