City Football Group's CMO Nuria Tarré discusses how Manchester City became a global brand while maintaining local spirit. Topics include fan engagement strategy for global clubs, City Studios' impact, adoption of new technologies, and balancing global brand with local fan base.
Manchester City transformed into a global brand while maintaining local spirit.
Club's proactive adoption of new technologies enhances global fan engagement.
Deep dives
Emphasis on Building Fan Engagement and Growing Audiences
The podcast episode delves into the significance of sports properties enhancing their media operations and strategies to engage with fans effectively. It highlights the focus on sports and sports properties investing more in digital monetization as a key trend. Moreover, there is a discussion around the debate between driving audiences to proprietary platforms versus prioritizing social media channels, aiming to reach and resonate with younger fans. The episode underscores the evolving landscape where building robust media operations and strategies plays a vital role in connecting with diverse audiences.
Innovative Approaches to Fan Engagement Through Technology
The podcast explores how technology plays a crucial role in engaging global fans in distinct ways, emphasizing the importance of leveraging immersive technologies and new platforms like Roblox to connect with the upcoming generation of fans. It showcases pioneering initiatives such as being the first Premier League club to establish a WhatsApp channel, demonstrating a proactive strategy to reach diverse audiences. Through strategic use of technology, the episode emphasizes the club's commitment to engaging fans globally in meaningful and innovative ways.
Exploration of Brand Positioning and Content Creation Strategies
The podcast delves into the club's brand strategy, focusing on positioning itself not just as a football entity but as an entertainment brand, aiming to engage audiences throughout the year. It discusses the importance of maintaining authenticity and values in brand communication, resonating with global audiences by aligning with Manchester's heritage and core values. Moreover, the episode highlights the club's approach to creating engaging content consistently, emphasizing the significance of building a strong brand identity and engaging audiences effectively through diverse content initiatives.
Navigating Challenges, Embracing Innovation, and Emphasizing Authenticity
The podcast reflects on the challenges faced by the club and how it navigates them by fostering a culture of 'test and learn,' encouraging measured risks and innovation. It discusses initiatives like esports and gaming to engage the next generation of fans, showcasing the club's adaptability and forward-thinking approach. Furthermore, the episode focuses on the balance between bottom-line results and fan engagement, highlighting the club's commitment to creating meaningful content that resonates with audiences globally. By prioritizing authenticity, embracing technology, and experimenting with new approaches, the club continues to evolve its content strategies and brand positioning.
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?
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
