Manchester City agrees partnership with Sony to develop digital fan experiences

Manchester City has agreed a new global partnership with Sony Group Corporation (Sony) which aims to develop new digital fan experiences. City will conduct a PoC (proof of concept) with Sony, which will leverage Sony’s  technologies and City’s global fanbase to develop new forms of digital content. The aim of this collaboration is to create a global online fan community where fans can interact with the Club and each other within an online ‘metaverse’ which will be a virtual recreation of the Etihad Stadium.

Manchester City will be Sony’s first sports partner in this space, building on Sony’s successful digital fan experiences in music and the wider entertainment industries. 

Nuria Tarre, Chief Marketing & Fan Experience Officer at City Football Group, said: “At Manchester City we have a strong pedigree of continuously embracing the latest technologies to enhance our operation – with particular focus on exploring ways to engage and entertain our global fanbase. This partnership with Sony puts City at the development stage of an exciting project that will create immersive digital fan experiences that have never been seen before in football. We’re looking forward to launching this collaboration and bringing together Sony’s industry-leading technologies with the global network of Manchester City fans.” 

Toshimoto Mitomo, Officer in Charge of Intellectual Property and Business Incubation Platform at Sony Group Corporation, said: “Through this PoC, Sony will support Manchester City to further increase the value of its content and engagement with its fans around the world. Sony aims to create an online fan engagement platform that brings the Club and its global fans closer together, demonstrating our commitment to the sports entertainment business and supporting our partners in seeking new opportunities.” Manchester City was named the Most Innovative Sports Team in the world by the Sports Innovation Lab earlier this year.