Introduction

After spending decades in the shadow of rivals Manchester United, the last ten years has seen Manchester City establish themselves as one of soccer’s most successful and influential clubs.

Taken from SportsPro Live at London’s Kia Oval, City Football Group (CFG) chief marketing officer Nuria Tarré discusses how the club has transformed on and off the pitch into a global brand without losing its local spirit.

Key Points:

• How CFG built a fan engagement strategy for 13 global football clubs
• What has been the impact of launching City Studios?
• Why does CFG proactively adopt new technologies?
• How has Manchester City become a global brand while remaining true to its local fans?