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Manchester City’s Worldwide Network Of Soccer Clubs Is Changing Sports Technology Collaborations

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Manchester’s Phil Foden (r) scored the 6:0 after defeating Schalke’s goalkeeper Ralf Fährmann. Photo: Ina Fassbender/dpa (Photo by Ina Fassbender/picture alliance via Getty Images)

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Getty.

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City Football Group (CFG) has long stated its belief that its multinational structure is the future of the soccer industry.

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Founded in 2014, the Group now comprises Manchester City, New York City, Melbourne City, Yokohama F. Marinos in Japan, Club Atletico Torque in Uruguay, Girona in Spain and Sichuan Jiuniu in China.

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The idea is that owning clubs in key markets allows for the development of best practices and commercial opportunities that aid the growth of all clubs in the wider group. Ultimately, this results in performance and financial advantages that aid success on the pitch.

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The model is already changing the nature of commercial partnerships in sport – and this has implications for the technology sector.

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Commercial muscle

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In recent months, CFG has started to flex this aggregated commercial muscle. In isolation, the group’s flagship clubs are still an attractive proposition, but CFG is increasingly working on integrated partnerships that cover the entire group.

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This can be evidenced by the recent long-term partnership between Puma and CFG which covers all markets except the US and Japan.

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CFG’s Chief Operating Officer (COO) Omar Berrada says the club is looking beyond pure monetary value when it comes to pursuing these deals, as evidenced by its performance technology and digital ventures.

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“[Our partnership with] Gatorade isn’t just about [advertising], they work with or nutrition teams to aid performance,” he tells me.

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“We believe in truly integrated partnerships that are beneficial for us, our partners and fans. We are a group of 6 clubs and 8 teams around the world. These are separate teams but shared values. The vision of the owners is to create a global network of soccer clubs and for us to be truly global it was important for us to have a presence in strategic territories.

.

“We are creating a platform that allows [partners] to activate differently in different territories. We are the only 356 days a year, 24-7 sports entertainment group[in the world] We have 11 global officers to we can interact in [key] markets and understand what fans want in each of these territories.

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“We’re not just about developing football clubs but a football business.”

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Gabriel Jesus accesses SAP’s platform

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Manchester City / SAP.

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Technology partnerships

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Since 2015, CFG has worked with SAP and uses its technology in the boardroom for functions such as Enterprise Resource Planning (ERP) and HR to improve its efficiency. It also uses SAP analytics to drive fan engagement and to improve the performance of the team.

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Specifically, the Challenger Insight tool has been used at pitch-side to convey insights, tactics and set-piece instructions to players during matches. Part of Berrada’s role is to drive efficiency across the whole organization, but stakeholders have a say in how these measures are implemented.

.

This even includes Manchester City head coach Pep Guardiola who has a “big say” in playing matters.

.

“SAP is really a benchmark of how to develop an integrated partnership,” explains Berrada. “We look at a partner to help us grow and not all companies can tick the boxes. SAP is a good partner for us as it helps us become better on and off the pitch.

.

“Football is now about investing heavily in technology to find those marginal gains. It’s beyond training and tactics, it’s about fitness and data science and about delivering the message to players”

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Digital importance

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Significant emphasis has been placed on creating content for club websites and social channels. At Manchester City, there is a huge in-house digital team creating material for Facebook, Twitter, Instagram, YouTube and City’s official website and television channel.

.

With soccer now a global industry in which major clubs attempt to win fans across the world, digital has become a new frontier for the European elite.

.

“Football like any other industry is changing. Fans now consume football in a different way,” continues Berrada. “Fans can name the entire City squad but have never seen a City game live. It’s our obligation to serve them.

.

“We complete on and off the pitch [with other clubs] but we don’t look at other teams because they have more fans on social media.

.

“We were the first Premier League club to get one million fans on YouTube. That was because from the very beginning, our digital team that understood we had to create content that was very different.”

.

This is why Manchester City, along with Arsenal and Liverpool, is one of the first Premier League teams to install Intel’s TrueView technology at the Etihad Stadium. This allows City to offer 360-degree immersive video content to fans, making them feel closer to the action, regardless of their location.

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There was also a unique partnership with Tinder last year.

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A blimp announcing the multi-year partnership between Tinder and Manchester City FC lifts off close to the Etihad Stadium, in the lead up this weekend of the Manchester derby

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Dave Thompson/PA Wire.

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All or Nothing

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It’s also why the club gave the green light for Amazon to create a season-long documentary during the title-winning season of 2018-2019.

.

“We’re very happy with the outcome and the work that Amazon has done,” says Berrada. “The reason we did it was to open up the club … we wanted to show what happens behind the scenes. It’s a bit oversimplified to say this but [players and coaches] suffer, they have personal lives.

.

“It was about giving as much insight to the club[as possible] Everyone sees what happens on the pitch and the 90 minutes but the [range of] emotions [players] go through during the season is amazing. It was brave to some extent to give them as much access as possible to Pep and his team.

.

But is there a danger that clubs get too involved with social media to the point that individual players are stifled? Manchester City defender Benjamin Mendy has won many fans for his charismatic personality – would the club want to control or even limit that?

.

“There’s also an element of the player’s personal life we shouldn’t get involved with,” says Berrada, noting Mendy is a good example because the fans love him for his slightly offbeat posts and messages.

.

What is the end game?

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But what is the end goal for Manchester City and the City Football Group? Is it about profitability or is it about prestige and trophies?

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“Our view is that we are the future of the football organization,” he says. “We need to have a physical presence in all territories, and we need to have growth, to engage fans and have partnerships.

.

“We’re about winning. We’re about winning with a beautiful type of football and if you look at our investments, a large amount of it goes into the squad.”

.

“The end goal is to be innovative on and off and the pitch. Our number one goal is to create winning teams but also to give back to our communities.”

.

“We want to become a sustainable organization and Manchester City has been delivering profits for the past 3-4 years.”

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Manchester’s Phil Foden (r) scored the 6:0 after beating Schalke’s goalkeeper Ralf Fährmann. Photo: Ina Fassbender/dpa( Picture by Ina Fassbender/picture alliance through Getty Images)

Getty

.

City Football Group( CFG) has actually long specified its belief that its international structure is the future of the soccer industry.

Founded in 2014, the Group now comprises Manchester City, New York City City, Melbourne City, Yokohama F. Marinos in Japan, Club Atletico Torque in Uruguay, Girona in Spain and Sichuan Jiuniu in China.

The idea is that owning clubs in key markets allows for the development of best practices and industrial opportunities that assist the growth of all clubs in the larger group. Ultimately, this leads to performance and financial advantages that help success on the pitch.

The model is currently changing the nature of business collaborations in sport– and this has ramifications for the technology sector.

Business muscle

.

In recent months, CFG has actually started to bend this aggregated commercial muscle. In seclusion, the group’s flagship clubs are still an attractive proposition, however CFG is increasingly dealing with integrated collaborations that cover the whole group.

This can be evidenced by the current long-lasting partnership between Puma and CFG which covers all markets other than the United States and Japan.

CFG’s Chief Operating Officer (COO) Omar Berrada says the club is looking beyond pure financial worth when it concerns pursuing these deals, as evidenced by its performance innovation and digital ventures.

.

“[Our partnership with]Gatorade isn’t almost[advertising], they work with or nutrition teams to assist performance,” he informs me.

” Our company believe in really incorporated collaborations that are useful for us, our partners and fans. We are a group of 6 clubs and 8 teams all over the world. These are separate teams however shared values. The vision of the owners is to produce a global network of soccer clubs and for us to be genuinely global it was very important for us to have a presence in strategic territories.

” We are creating a platform that permits [partners] to activate differently in various areas. We are the only 356 days a year, 24 -7 sports entertainment group[in the world] We have 11 worldwide officers to we can engage in [key] markets and comprehend what fans desire in each of these areas.

” We’re not practically developing football clubs but a football service.”

(******************
) Gabriel Jesus accesses SAP’s platform

Manchester City/ SAP

.

.

Technology partnerships

Given That2015, CFG has dealt with SAP and uses its innovation in the conference room for functions such as Business Resource Planning (ERP )and HR to improve its effectiveness. It also uses SAP analytics to drive fan engagement and to enhance the performance of the group.

Particularly, the Opposition Insight tool has been used at pitch-side to communicate insights, methods and set-piece guidelines to gamers throughout matches. Part of Berrada’s role is to drive performance throughout the entire organization, but stakeholders have a say in how these steps are executed.

This even includes Manchester City head coach Pep Guardiola who has a” big say” in
playing matters.

” SAP is really a standard of how to establish an integrated collaboration,” explains Berrada.
” We take a look at a partner to help us grow and not all companies can tick packages. SAP is an excellent partner for us as it assists us progress on and off the pitch.

.

” Football is now about investing heavily in innovation to discover those minimal gains. It’s beyond training and strategies, it has to do with physical fitness and data science and about providing the message to gamers”

Digital significance

Significant emphasis has been placed on creating content for club sites and social channels.
At Manchester City, there is a big internal digital group creating material for Facebook, Twitter, Instagram, YouTube and City’s main website and tv channel.

.

With soccer now an international market in which significant clubs try to win fans across the world, digital has actually become a new frontier for the European elite.

.

” Football like any other industry is changing. Fans now consume football in a different method,” continues Berrada
.” Fans can call the whole City team however have never seen a City video game live. It’s our responsibility to serve them.

.

” We complete on and off the pitch[with other clubs] however we do not look at other teams because they have more fans on social media.

“We were the first Premier League club to get one million fans on YouTube. That was because from the very beginning, our digital group that understood we had to develop content that was really different.”

This is why Manchester City, in addition to Toolbox and Liverpool, is one of the first Premier League teams to install Intel’s TrueView innovation at the Etihad Stadium. This allows City to provide360 -degree immersive video content to fans, making them feel closer to the action, despite their place.

There was likewise a special partnership with Tinder last year.

.

(******************
) A blimp revealing the multi-year collaboration in between Tinder and Manchester City FC takes off near the Etihad Stadium, in the lead up this weekend of the Manchester derby

. Dave Thompson/PA Wire

.

All or Absolutely Nothing

It’s likewise why the club provided the green light for Amazon to create a season-long documentary during the title-winning season of2018- 2019.

.

” We’re extremely happy with the result and the work that Amazon has actually done,” says Berrada.” The reason we did it was to
open the club … we desired to show what occurs behind the scenes. It’s a bit oversimplified to say this but[players and coaches] suffer, they have individual lives.

.

” It was about giving as much insight to the club [as possible]. Everyone sees what happens on the pitch and the90 minutes however the [range of] feelings [players] go through during the season is incredible. It was brave to some degree to offer them as much access as possible to Pep and his team.

.

But exists a risk that clubs get too included with social networks to the point that private gamers are suppressed? Manchester City protector Benjamin Mendy has won lots of fans for his charming character– would the club desire to manage or even limit that?

.

” There’s also an aspect of the gamer’s individual life we should not get involved with,” says Berrada, keeping in mind Mendy is an excellent example due to the fact that the
fans enjoy him for his somewhat offbeat posts and messages.

What is the end game?

.

However what is the end goal for Manchester City and the City Football Group? Is it about profitability or is it about prestige and prizes?

” Our view is that we are the future of the football company,” he states.” We require to have a physical existence in all territories, and we require to have growth, to engage fans and have collaborations.

.

” We’re about winning. We have to do with winning with a beautiful kind of football and if you look at our financial investments, a big quantity of it enters into the team.”

” Completion goal is to be ingenious on and off and the pitch. Our top objective is to create winning groups but also to return to our communities.”

.

” We wish to become a sustainable organization and Manchester City has been providing earnings for the past 3-4 years.”

“>

Manchester’s Phil Foden (r) scored the 6:0 after defeating Schalke’s goalkeeper Ralf Fährmann. Image: Ina Fassbender/dpa( Photo by Ina Fassbender/picture alliance through Getty Images )

Getty

City Football Group (CFG) has actually long specified its belief that its multinational structure is the future of the soccer industry.

Established in 2014, the Group now consists of Manchester City, New York City, Melbourne City, Yokohama F. Marinos in Japan, Club Atletico Torque in Uruguay, Girona in Spain and Sichuan Jiuniu in China.

The concept is that owning clubs in key markets permits the advancement of best practices and business opportunities that help the growth of all clubs in the broader group. Eventually, this results in performance and financial advantages that help success on the pitch.

The design is already altering the nature of commercial collaborations in sport– and this has ramifications for the innovation sector.

Industrial muscle

In recent months, CFG has actually begun to bend this aggregated business muscle. In isolation, the group’s flagship clubs are still an attractive proposal, but CFG is progressively dealing with integrated partnerships that cover the entire group.

This can be evidenced by the current long-lasting collaboration in between Puma and CFG which covers all markets other than the US and Japan.

CFG’s Chief Operating Officer (COO) Omar Berrada states the club is looking beyond pure monetary worth when it concerns pursuing these deals, as evidenced by its performance innovation and digital ventures.

” [Our partnership with] Gatorade isn’t just about [advertising], they deal with or nutrition groups to aid performance,” he informs me.

“Our company believe in truly incorporated collaborations that are helpful for us, our partners and fans. We are a group of 6 clubs and 8 groups worldwide. These are separate groups but shared worths. The vision of the owners is to develop an international network of soccer clubs and for us to be really global it was essential for us to have an existence in strategic areas.

“We are creating a platform that permits [partners] to trigger in a different way in various territories. We are the only 356 days a year, 24 -7 sports entertainment group[in the world] We have 11 global officers to we can engage in [key] markets and understand what fans desire in each of these territories.

“We’re not practically developing football clubs but a football business.”

.

.

Gabriel Jesus accesses SAP’s platform

Manchester City/ SAP

.

Technology partnerships

Given That 2015, CFG has actually dealt with SAP and utilizes its technology in the boardroom for functions such as Business Resource Planning (ERP) and HR to enhance its effectiveness. It also utilizes SAP analytics to drive fan engagement and to enhance the efficiency of the team.

Specifically, the Opposition Insight tool has been utilized at pitch-side to communicate insights, methods and set-piece guidelines to gamers during matches. Part of Berrada’s role is to drive efficiency across the whole company, however stakeholders have a say in how these measures are implemented.

This even consists of Manchester City head coach Pep Guardiola who has a “huge say” in playing matters.

“SAP is actually a benchmark of how to develop an incorporated partnership,” discusses Berrada. “We take a look at a partner to assist us grow and not all companies can tick packages. SAP is an excellent partner for us as it helps us progress on and off the pitch.

“Football is now about investing heavily in innovation to discover those marginal gains. It’s beyond training and methods, it has to do with fitness and data science and about delivering the message to gamers”

Digital value

Significant focus has been positioned on developing material for club sites and social channels. At Manchester City, there is a big in-house digital team producing product for Facebook, Twitter, Instagram, YouTube and City’s official website and television channel.

With soccer now an international market in which major clubs try to win fans across the world, digital has actually become a new frontier for the European elite.

“Football like any other market is changing. Fans now take in football in a various method,” continues Berrada. “Fans can name the whole City team however have actually never seen a City game live. It’s our responsibility to serve them.

“We complete on and off the pitch [with other clubs] however we don’t look at other groups since they have more fans on social networks.

“We were the first Premier League club to get one million fans on YouTube. That was because from the very start, our digital group that comprehended we had to produce material that was extremely various.”

This is why Manchester City, along with Arsenal and Liverpool, is among the very first Premier League groups to install Intel’s TrueView technology at the Etihad Stadium. This allows City to offer 360 – degree immersive video content to fans, making them feel closer to the action, despite their location.

There was likewise a special collaboration with Tinder in 2015.

.

.

A blimp announcing the multi-year collaboration between Tinder and Manchester City FC takes off near the Etihad Stadium, in the lead up this weekend of the Manchester derby

Dave Thompson/PA Wire

.

All or Nothing

It’s also why the club okayed for Amazon to create a season-long documentary during the title-winning season of 2018 -2019

.

“We’re extremely pleased with the outcome and the work that Amazon has done,” says Berrada. “The reason we did it was to open the club … we wished to reveal what occurs behind the scenes. It’s a bit simplistic to say this however [players and coaches] suffer, they have personal lives.

“It was about offering as much insight to the club[as possible] Everyone sees what happens on the pitch and the 90 minutes but the [range of] emotions [players] go through during the season is amazing. It was brave to some extent to offer them as much gain access to as possible to Pep and his group.

But exists a danger that clubs get too included with social media to the point that private gamers are suppressed? Manchester City protector Benjamin Mendy has won numerous fans for his charismatic personality– would the club want to control or even restrict that?

“There’s also an element of the gamer’s individual life we should not get included with,” states Berrada, keeping in mind Mendy is a fine example due to the fact that the fans like him for his somewhat unique posts and messages.

What is completion video game?

However what is the end objective for Manchester City and the City Football Group? Is it about profitability or is it about prestige and prizes?

“Our view is that we are the future of the football organization,” he says. “We require to have a physical presence in all areas, and we need to have development, to engage fans and have collaborations.

“We have to do with winning. We’re about winning with a beautiful kind of football and if you take a look at our financial investments, a large amount of it enters into the squad.”

“The end objective is to be ingenious on and off and the pitch. Our primary goal is to produce winning teams but likewise to give back to our neighborhoods.”

“We desire to become a sustainable company and Manchester City has actually been providing earnings for the past 3-4 years.”

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About Ronnie

Ronald Antonio O'Sullivan OBE (born 5 December 1975) is an English professional snooker player who is widely regarded as one of the greatest players in the history of the sport. He has won five World Championships, a record seven Masters titles, and a record seven UK Championships, setting a record total of 19 titles in Triple Crown tournaments. He shares the record for the most ranking titles (36) with Stephen Hendry. His career earnings of over £10 million put him in first place on snooker's all-time prize-money list. Winning the Tour Championship on 24 March 2019 made him the sport's current world number one, the fourth time in his career that he has held the top position and the first time he has been number one since May 2010. This is the longest gap between number one spells by any player in history.