Manchester City, Sony to Roll Out New Digital Fan Experiences

Manchester City has announced a new global partnership with Sony Group Corporation (Sony) which aims to develop new digital fan experiences.

The Club will conduct a PoC (proof of concept) with Sony, which will leverage Sony’s technologies and City’s global fanbase to develop new forms of digital content.

The aim of this collaboration is to create a global online fan community where fans can interact with the Club and each other within an online ‘metaverse’ which will be a virtual recreation of the Etihad Stadium.

City was named the Most Innovative Sports Team in the world by the Sports Innovation Lab earlier this year and will be Sony’s first sports partner in this space, building on Sony’s successful digital fan experiences in music and the wider entertainment industries.

“At Manchester City we have a strong pedigree of continuously embracing the latest technologies to enhance our operation – with particular focus on exploring ways to engage and entertain our global fanbase,” says Nuria Tarre, Chief Marketing & Fan Experience Officer at City Football Group. “This partnership with Sony puts City at the development stage of an exciting project that will create immersive digital fan experiences that have never been seen before in football. We’re looking forward to launching this collaboration and bringing together Sony’s industry-leading technologies with the global network of Manchester City fans.”

“Through this PoC, Sony will support Manchester City to further increase the value of its content and engagement with its fans around the world,” says Toshimoto Mitomo, Officer in Charge of Intellectual Property and Business Incubation Platform at Sony Group Corporation. “Sony aims to create an online fan engagement platform that brings the Club and its global fans closer together, demonstrating our commitment to the sports entertainment business and supporting our partners in seeking new opportunities.”

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