Man City

Understanding young fans

How do you build and empower a fan base of kids?

City Football Group which owns a number of football clubs around the world is responsible for keeping 100s of millions of fans happy with what they do both on and off the pitch. They enlisted our help to see what the children's fan club of tomorrow looks like and understand how to grow and nurture young fans who will become tomorrow's season ticket-holding super fans.


We really delved into the sociological, psychological, and emotional needs of children and how they respond to being a fan of a football club. Reading academic and research papers from many different fields lead us to a series of hypotheses. We tested these in a number of qualitative research sessions with children from around the UK.


Based on the research, we developed a strategy that ultimately used content as a means of developing fan engagement and social amplification. We further tested the detail of what that content should be and how it should be delivered. The conclusion was a digital product that will engage and empower today's child fans for many years to come, and ultimately ensures that Manchester City becomes their club for life.

Used for ongoing strategy and comms engagement
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