LONDON — SEPT 15, 2026 — Manchester City and Qualtrics have today announced an extension to their long-term partnership, further enhancing the clubs ability to deliver exceptional fan experiences on matchdays and beyond.
As the Club’s Official Experience Management Software Partner since 2021, Qualtrics has provided Manchester City with technology designed to capture and analyse feedback across a range of audiences and touchpoints. This has supported the Club in making more informed decisions across matchday operations, engagement initiatives and the wider Etihad Campus.
Since the partnership began, Qualtrics has supported a range of initiatives, including post-match surveys, experience measurement programmes and engagement activities across the Club’s operations. The technology has enabled the Club to identify trends and opportunities, helping teams understand what matters most to supporters, visitors and partners.
The partnership has also helped to provide greater insight into partner perceptions and brand engagement across Manchester City’s commercial activity. By measuring the impact of partnerships and activations, the Club can better understand impact and effectiveness and use this insight to inform future commercial strategies and opportunities.
As the Etihad Campus continues to evolve with the opening of Medlock Square, a new 365-day entertainment destination, Qualtrics technology will also extend across the expanding range of experiences available to supporters and visitors. Enhanced technology capabilities, including AI-powered analysis, will enable Manchester City to process feedback more efficiently and at greater scale, helping the club better understand and respond to the experiences of everyone visiting the campus.
Mark Lambert, Vice-President, Partnerships Marketing & Operations, City Football Group, said:
“We are delighted to extend our partnership with Qualtrics. Since joining us in 2021, they have provided valuable expertise and insights that have helped us better understand the experiences of our supporters, partners and visitors, enabling more informed decision-making across the Club.
“Creating exceptional experiences is central to our approach, and Qualtrics’ technology has helped us turn feedback into action. As the Etihad Campus continues to grow, with our new food and beverage offerings, Medlock Square and the new Medlock hotel, the data and understanding we gain will play an important role in shaping the future experiences we deliver.”
Jason Maynard, CEO, Qualtrics, said:
‘‘Manchester City is setting the standard for how great sports organisations turn insight into action. Together, we’re creating more meaningful experiences and better outcomes for fans, visitors, and partners across every interaction that matters.’’