Manchester City has entered a multi-year partnership with global digital consultancy Publicis Sapient to drive the club’s digital transformation. The collaboration aims to modernise the club’s digital infrastructure, enhance fan engagement, and improve internal operational efficiency by leveraging cutting-edge artificial intelligence (AI) and data analytics.
With the rise of personalised digital experiences in sports, the partnership is set to introduce AI-driven solutions that will make it easier for Manchester City to interact with fans across its various digital platforms. These changes will extend to the club’s website, mobile app, and matchday services, ensuring supporters receive tailored content, real-time match insights, and interactive experiences. The club is also looking to enhance e-commerce, ticketing, and membership services, streamlining how fans access and engage with Manchester City’s offerings.
Publicis Sapient will redesign and optimise the club’s digital ecosystem, integrating advanced data analytics to improve decision-making across departments. By automating internal workflows and enhancing data-driven insights, Manchester City expects to gain a more efficient and responsive operational structure. These improvements will also help the club refine its commercial strategy, using analytics to personalise sponsorship activations, merchandise sales, and fan engagement initiatives.
Beyond its digital transformation efforts, Publicis Sapient’s branding will become a visible presence at Manchester City’s Etihad Stadium, appearing on pitch-side LED advertising and across the club’s digital and social media channels. This reflects how technology partnerships are becoming integral to sports sponsorships, extending beyond financial backing into long-term strategic collaborations.
Roel de Vries, Chief Operating Officer of City Football Group, emphasised that this partnership represents a broader commitment to digital innovation: “We are always looking for new ways to enhance the experience for our fans, and technology plays a key role in this. Our partnership with Publicis Sapient will help us optimise our digital platforms, ensuring a seamless and immersive connection between the club and its supporters.”
Manchester City’s move to overhaul its digital infrastructure is part of a wider trend among elite football clubs, where digital transformation is increasingly seen as a competitive advantage. With modern football clubs now functioning as global entertainment brands, technology plays a crucial role in how they engage with supporters, manage data, and drive revenue.
As clubs continue to integrate AI and machine learning into digital experiences, the focus is shifting from basic fan interactions to fully immersive, data-driven engagement models. Manchester City’s digital overhaul will likely serve as a benchmark for other clubs looking to expand their digital footprint.
This partnership positions Manchester City at the forefront of football’s digital evolution, ensuring that its global fanbase enjoys a more personalised, connected, and engaging experience—both online and inside the stadium.