Manchester City Football Club (FC) was founded in 1880, under the name of St Mark’s, changing its name to Manchester City in 1894. In 2008, the club received a significant financial boost when taken over by billionaire Sheikh Mansour. Today, Manchester City has risen to become one of the most successful clubs in the Premier League. In 2022, Forbes ranked it as the world’s sixth-most valuable football club, worth US$4.25 billion. On the surface, Manchester City is a typical football club, with a primary focus on player acquisition and Premier League performance. However, what sets the club apart is its dedicated early technology pushes, which focus on building a strong bond with fans. 

This case examines Manchester City FC’s co-creation strategies, where building relationships with its fans is central to all marketing activities. Over the years, the club has been at the forefront of many innovations, and has shown its prescience in adopting new technologies and its savviness in creating a seamless digital experience. Manchester City is a pioneer of innovation in Premier League football and adept at developing relationships with its fans.....

Questions 

1. Discuss the benefits for Manchester City FC of building relationships with its fans. 

2. Discuss the importance of using technology to engage and develop relationships with fans.

3. Suggest how CRM can be used to develop customer relationships. In your answer, discuss the types of fan-related data that should be captured for Manchester City FC. Explain why it is necessary to capture this data.

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ANCHISS CITY