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Manchester City extends partnership with Qualtrics as the Club’s Official Experience Management Software Partner

Last updated:  February 19, 2024

Manchester City has today announced an extension of its partnership with Qualtrics, the leader and creator of the Experience Management Category. 

The multi-year agreement will see the organisation continue to provide fan-centred insights to Manchester City

LONDON, UK, Feb. 19, 2024 — Manchester City has today announced an extension of its partnership with Qualtrics, the leader and creator of the Experience Management (XM) Category. 

An Official Club Partner since 2021, the new agreement announced today will see Qualtrics expand its role as Official Experience Management Software partner. With Qualtrics®, the club continues to capture and analyse fan feedback at every point to deliver the best experiences, in and out of the Etihad stadium. 

Through the partnership, Manchester City is able to receive and analyse convenient and immediate feedback to further understand the needs of match-attending fans at the Etihad Stadium, through initiatives such as targeted post-match surveys and ‘in the moment’ feedback from fans whilst they are visiting the Etihad Campus, including in the Kids Fanzone and hospitality areas.

During the four years that Qualtrics have been Manchester City’s Official Experience Management Software Partner, the global technology company has also worked with the club to create an innovative programme that allows perception, awareness and overall brand experience of partners to be monitored which supports in refining campaigns. 

Tom Boyle, VP, Global Partnerships Marketing & Operations at City Football Group, said: “We are pleased to extend our partnership with Qualtrics as we continue to look for ways to improve our matchday offering and other experiences beyond matchday for our fans. In recent years, we have seen increased matchday satisfaction results and Qualtrics have played a key role in helping us to understand and improve our services. We’re looking forward to building on this fantastic work during the next term of the partnership and in the future.”

Brad Anderson, President of Products and Engineering at Qualtrics, added: “Fans are the fuel in any football club and being able to continue to learn what fans want from the matchday experience is gold.  With our strategic partnership, the club can amplify fan voices to drive  deeper connections and take fan engagement to new heights.” 

For more information, visit here to see the latest on fan engagement at Manchester City.

About Qualtrics

Qualtrics, the leader and creator of the experience management category, is a cloud-native software platform that empowers organizations to deliver exceptional experiences and build deep relationships with their customers and employees. With insights from Qualtrics, organizations can identify and resolve the greatest friction points in their business, retain and engage top talent, and bring the right products and services to market. Nearly 20,000 organizations around the world use Qualtrics’ advanced AI to listen, understand, and take action. Qualtrics uses its vast universe of experience data to form the largest database of human sentiment in the world. Qualtrics is co-headquartered in Provo, Utah and Seattle. To learn more, please visit

About Manchester City Football Club

Manchester City FC was initially founded in 1880 as St Mark’s West Gorton and officially became Manchester City FC in 1894. Situated on the wider Etihad Campus, the Club’s footprint includes the 53,500 capacity Etihad Stadium, the 7,000 capacity Joie Stadium and City Football Academy, a state-of-the-art performance, training and youth development facility home to the Club’s men’s, women’s and academy teams.  ​

Ranked as the Most Valuable Football Club Brand in the world by Brand Finance, Manchester City FC is currently developing a best-in-class fan experience and year-round entertainment and leisure destination at the Etihad Campus. The Club is committed to operating in a sustainable and socially responsible manner and ensures that equality, diversity and inclusion is embedded into its decision-making processes, culture and practices.  ​

For more information, please visit