One club for all.
Services
Product strategy
UX & IA design
Visual design
Content Strategy
Manchester City Football Club, with a global fanbase of 600 million, needed a digital platform that could keep pace with the varying needs of its diverse supporters. The club's younger fans preferred frequent, bite-sized content, while older, traditional fans engaged more deeply but less frequently.
Additionally, the site needed to cater to a growing international audience and provide a seamless, mobile-first experience that would not only deliver news and media but also support business operations like ticket sales and merchandise.
The challenge was to create a user experience that drove engagement, loyalty, and advocacy while reflecting the dynamic nature of the club.
Key Takeaways
- The transformation reframed fan engagement as a segmentation challenge, creating a "two-speed content system" that served younger fans with bite-sized, constantly updating content through "City Now" while providing traditional fans with in-depth, dynamically shifting editorial content — turning diverse fan preferences into targeted engagement opportunities.
- A flexible, responsive platform architecture enabled editors to dynamically shift content focus from match build-up to live updates to post-match highlights, while prioritized video content with curated playlists and personalized recommendations deepened fan engagement across all touchpoints.
- Real-time match data integration and enhanced player profile pages with personal insights created closer fan-to-idol connections, while seamless integration of custom ad formats and targeted promotions supported business goals without compromising user experience — driving both engagement and revenue simultaneously.
Dynamic Platform Architecture Meets Every Fan Where They Are
Code and Theory collaborated closely with Manchester City's media, marketing, research, and technology teams to design a flexible, responsive platform that met the diverse needs of the club's fanbase. The solution was a two-speed content system that addressed varying fan preferences and consumption habits.
For younger fans, City Now was created — a constantly updating feed of bite-sized content, blending exclusive in-house news with snackable social media highlights. For traditional fans, a responsive homepage allowed editors to dynamically shift content focus, from match build-up to live game updates and post-match highlights.
The platform also prioritized video content, featuring curated playlists, trending videos, and personalized recommendations to deepen fan engagement. Additionally, player profile pages were enhanced with real-time match data, personal insights, and exclusive content, offering fans a closer connection to their idols.
Tailored Fan Experiences Drive Engagement Across All Segments
The redesigned platform offered a tailored experience for different fan segments, driving both engagement and loyalty. Younger fans stayed engaged with City Now, while older fans benefited from in-depth content that suited their preferences.
The focus on video content, supported by features like curated playlists and dynamic categories, increased site dwell time and return visits. Custom ad formats and targeted promotions integrated seamlessly into the user experience, supporting the club's business goals.
By ensuring quick access to essential elements like fixtures, results, and ticket sales, the mobile-first site provided fans with a comprehensive and engaging digital journey, strengthening their connection to the club both on and off the field.
Scoring Engagement: A Tailored Digital Experience for Manchester City Fans
Code and Theory reimagined Manchester City Football Club's digital ecosystem to deliver a unified yet adaptable experience for their worldwide supporters. The strategic redesign balances immediate content consumption with comprehensive editorial depth, while intelligent personalization and streamlined commercial integration create meaningful connections that strengthen fan relationships and support business objectives across all touchpoints.
