Manchester City FC
Benefits of Our Transformation
Implementing data-driven marketing strategy with customer segmentation and digital platform integration to enhance fan engagement and upsells.
About Manchester City FC
Manchester City Football Club is a globally recognised Premier League team with one of the most passionate and widespread fanbases in sport. Despite strong international reach, the club faced diminishing returns from traditional marketing campaigns. With rising competition for fan attention and premium hospitality spend, Manchester City sought to enhance its marketing effectiveness through data-driven targeting. The goal was to strengthen engagement with existing fans while expanding reach to new, look-alike audiences worldwide.
Results That
Matter
80%
Traffic Increase
Look-alike audiences
Acquisition
Premium packages
Upsell
Facebook & Google
Ad Activation
The Opportunity
The club wanted to improve its ability to communicate with precision across digital platforms, focusing on both retention and acquisition. Upselling premium suites and experiences to existing fans required a more personalised approach, while attracting new supporters meant identifying and connecting with audiences who shared similar interests and behaviours. The opportunity lay in integrating CRM data with modern digital marketing tools to deliver tailored communications and measurable commercial outcomes.
Solutions Delivered
Beyond worked with Manchester City FC to implement a robust, data-driven marketing strategy that focused on:
- Customer Segmentation & BI Integration: Creating new, dynamic audience segments from CRM data and linking them to social platforms for targeted outreach.
Expanded Digital Reach: Using Facebook and Google Ads to connect with global fans, both existing and new, through highly tailored campaigns.
New Ad Formats: Deploying interactive and lead-based formats that improved engagement, conversion, and fan acquisition efficiency.
Results & Impact
The campaign delivered significant commercial and engagement gains. Fan traffic from CRM-linked campaigns increased by approximately 80 percent, while new customer acquisition surged as look-alike audiences converted at record rates. Upsell and cross-sell activity improved markedly, with premium-suite and hospitality package sales increasing among targeted fan segments. The initiative strengthened Manchester City’s ability to build long-term relationships, turning insight into tangible growth both on and off the pitch.
Lesson Learned
Manchester City’s experience shows that precision targeting, underpinned by data, can transform fan engagement into measurable commercial success. Integrating CRM intelligence with digital activation not only expanded global reach but also deepened loyalty within the existing fanbase. The project demonstrated that when sports marketing combines emotional connection with analytical rigour, it unlocks new levels of performance - delivering value that lasts far beyond match day.
Beyond helped us move from having data to actually using it to connect with our fans in meaningful ways. Their analytical precision and commercial understanding transformed how we think about engagement, helping us identify new audiences, personalise our campaigns, and measure impact in real time. It’s been a genuine step forward in how we bring the City experience to life.
Head of Fan Engagement, Manchester City FC
