City extend Qualtrics partnership

Premier League champions Manchester City have announced a partnership extension with the creator of Experience Management (XM) category, Qualtrics. Qualtrics has been an Official Club Partner since 2021 and now will expand their role of Official Experience Management Software Partner. 

City and Qualtrics have been working together over the last four seasons with City using Qualtrics’ system to receive and analyse feedback from the match-attending fans to improve the experiences. 

Tom Boyle, VP, Global Partnerships Marketing & Operations at City Football Group, commented,

“We are pleased to extend our partnership with Qualtrics as we continue to look for ways to improve our matchday offering and other experiences beyond matchday for our fans. In recent years, we have seen increased matchday satisfaction results and Qualtrics have played a key role in helping us to understand and improve our services.

‘We’re looking forward to building on this fantastic work during the next term of the partnership and in the future.”

Brad Anderson, President of Products and Engineering at Qualtrics, said,

“Fans are the fuel in any football club and being able to continue to learn what fans want from the matchday experience is gold. With our strategic partnership, the club can amplify fan voices to drive deeper connections and take fan engagement to new heights.”