Premier League clubs are actively pursuing new ways to engage with their supporters and to enhance the fan-experience both on and off the field. After FC Liverpool announced their partnership with Vixlet, City Football Group launched a new global partnership with web development platform Wix.com. The firm will collaborate with all three teams under the CFC umbrella to engage the clubs’ fans on their respective digital channels including websites and social media.
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Furthermore, the Wix brand will have access to the wider Premier League audience, as its name will appear on the pitch side LEDS of the Etihad stadium, home of Manchester City Football Club.
As is the norm with these kinds of digital sponsorships, Manchester City FC, New York City FC, and Melbourne City FC fans fans will get a chance to win hospitality tickets to selected fixtures and many other prizes including the opportunity to attend first team training sessions. With stars like Sergio Aguero, Yaya Toure, David Silva, Frank Lampard and Andrea Pirlo on the CFC team rosters, it would make sense that fans embrace the new partnership.
According to CFC’s Marketing group commercial director, Omar Berrada, the partnership will “not only introduce our clubs’ global fans bases to an easily accessible online tool, but will also provide them with increased opportunity to get closer than ever to all on the pitch and behind the scenes action taking place across Manchester City FC, New York City FC, and Melbourne City FC.”
An online video that features Manchester City FC players Pablo Zabaleta, Fernandinho, Nicolas Otamendi and Raheem Sterling marked the launch of the partnership. In the video (below), the players can be seen using the web development tool while former professional footballer and pundit, Chris Kamara, provides instant commentary on every click.
The first fan engagement opportunity will provide fans with an opportunity to create their own videos to feature on Sergio Aguero’s official website which was created in partnership with Wix.
“Working with a globally recognized football club like CFG is part of our overall strategy to use the power of sport to reach worldwide audiences with our brand. We have seen great success advertising in the NFL’s Super Bowl, and we’re looking to expand to the most popular sport in the world – football,” explained Omer Shai, Wix.com’s Chief Marketing Officer.
This partnership continues the growing trend of Premier League teams partnering with new social and digital companies to reach their fans and interact with them on a more regular basis. As more and more clubs follow Liverpool FC and Manchester City’s example, it will be interesting to see if these types of partnerships and sponsorships will rival the multi billion dollar TV deals the Premier League has signed. With fans spending more time online and finding new ways to stream their favorite games, it only makes sense for clubs to pursue these types of digital deals in order to stay ahead of the curve. But for now, TV remains king.