One club, united worldwide
- ClientManchester City Football Club
- IndustrySports
- ServicesCustomer Experience
- CapabilitiesAudience insights · Experience Design
How City built a fan platform that adapts to every supporter
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. Younger fans wanted frequent, bite-sized content, while older, traditional fans engaged more deeply but less often.
In the pages ahead, you’ll see how Code and Theory approached that challenge—balancing different audience behaviors while building a foundation that can evolve with the club. The case study highlights the thinking behind the work and what it took to create an experience designed to serve supporters at every level of engagement.
Key Takeaways
A clear product strategy aligned the work to the club’s goals.
UX and IA decisions made the experience easier to navigate.
Visual design reinforced Manchester City’s identity across touchpoints.
Content strategy clarified messaging and improved how information is presented.
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.
Scoring Engagement: A Tailored Digital Experience for Manchester City Fans
Building on this flexible platform foundation, Code and Theory reimagined Manchester City Football Club’s digital ecosystem to deliver a unified yet adaptable experience for worldwide supporters.
The 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 touchpoints.
A cohesive fan experience for a modern club
Built to meet the needs of a growing international audience, the site delivers a seamless, mobile-first experience. It brings news and media to the forefront while staying easy to use across devices. It also supports the day-to-day demands of a modern club.
Alongside content, the platform supports business operations like ticket sales and merchandise. That balance helps connect fan engagement with the moments that matter most. The result is a cohesive site experience that works for both supporters and the organization behind it.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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