Sony to Become Manchester City FC Virtual Fan Engagement Partner

The partnership will see the companies exploring digital fan loyalty opportunities

Sony to Become Manchester City FC Virtual Fan Engagement Partner
Loyalty ManagementInsights

Published: December 3, 2021

William Smith

Multinational technology corporation Sony has announced a collaboration with Manchester City Football Club in the area of digital fan experiences. 

Sony said it is developing a proof of concept for digital content straddling the physical and virtual worlds, combining its technology, ranging from image analysis to the performance tracking of its subsidiary Hawk-Eye Innovations, with Manchester City’s intellectual property. 

“Through this PoC, Sony will support Manchester City to further increase the value of its content and engagement with its fans around the world. 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,” said Toshimoto Mitomo, Officer in charge of Intellectual Property and Business Incubation Platform, Sony Group Corporation. 

The companies said they would virtually recreate Manchester City’s Etihad Stadium for use as an area for virtual experiences, with customisable avatars and new loyalty programmes. 

“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,” said Nuria Tarre, Chief Marketing & Fan Experience Officer, 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.” 

This is far from the first example of a football club exploring new metaverse opportunities for interacting with fans. Back in July, we reported on Italian football club AS Roma’s partnership with blockchain fintech firm Zytara Labs for the creation of digital club assets and an AS Roma metaverse. 

“AS Roma will be expanding the collective imagination by demonstrating how blockchain technology can be leveraged to elevate the connection between sports teams and their community of fans and other supporters,” said Al Burgio, Founder of Zytara, at the time. 



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