Manchester City expands Qualtrics role across growing Etihad Campus

Manchester City have extended their partnership with Qualtrics, continuing a relationship that has supported the club’s use of supporter, visitor and partner feedback since 2021.Qualtrics remains City’s Official Experience Management Software Partner, with its technology used to collect and analyse data across matchdays, engagement programmes and wider activity around the Etihad Campus. City Football Group vice-president of partnerships marketing and operations Mark Lambert 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.”The platform has supported post-match surveys and experience-measurement programmes, helping City identify trends and areas for improvement across different parts of their operation.Qualtrics is also used within the club’s commercial business to measure partner perceptions, brand engagement and the effectiveness of sponsorship activations.That creates an operational dimension to the partnership beyond conventional technology sponsorship, with the platform helping City assess whether commercial campaigns are generating the intended impact.The renewal will become more significant as the Etihad Campus expands beyond football.Medlock Square is being developed as a 365-day entertainment destination alongside new food and beverage offerings and the Medlock hotel, increasing the number of visitor touchpoints available for City to analyse.Qualtrics will also introduce enhanced AI-powered analysis, allowing the club to process greater volumes of feedback more quickly.Qualtrics chief executive Jason Maynard 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.”The renewal therefore links City’s technology strategy directly to the commercial expansion of the Etihad Campus, with supporter and partner data becoming increasingly important as the club develops more year-round revenue-generating experiences around the stadium.