Man City training ground

How City Football Group is connecting fans with technology

Jonathan Bacon

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.

Football’s most innovative business model

Jonathan Bacon

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.