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Manchester City Football Club
Masters in Branding, School of Visual Arts, 2024
Course: Pitch Perfect
Instructors: Andrew Miller and Andrea Sullivan
Challenge:
Make Manchester City the #1 most loved football club in the United States in the next 10 years amidst the rising popularity of European and U.S. football clubs within the country.
Strategy:
Connecting with the overlooked groups in the U.S. that have fewer opportunities to engage with football without feeling siloed as a group in order to establish a strong relationship with people in need of community.
Outcome:
Launching a marketing campaign, “City Sees You”, featuring activities and efforts to cater to individuals with disabilities, single mothers, and ESL students in the U.S. to increase engagement with the Manchester City brand and football as a sport.
The overlooked audiences in the U.S. feel alone and invisible.
Manchester City will become the most loved football club in the U.S. by uplifting overlooked groups.
The players on the team have a reputation of being humble and relatable, and several of them have faced the same problems, themselves or with a loved one, the City Sees You campaign is aiming to address, maintaining the element of authenticity the team is known and loved for.
Focusing Manchester City's marketing campaign at audiences who have felt unseen.
There are over 20 million people who are not being given the same visibility as other groups.
The campaign must ensure all messaging and activations follow these three pillars to keep the brand accessible, inclusive, and empowering.
Examples of how the campaign can address pain points within the overlooked groups we identified, along with key messaging to keep at the core of any activation for each respective group.
Examples of short-term activations for disabled individuals, providing the opportunity to play the sport and build community through football.
Examples of short-term activations for single mothers, providing a space for them to relax as well as spend time with their children without worrying about all the overwhelming planning and details.
Examples of short-term activations for ESL students, creating communities for people of similar backgrounds or experiences to connect over their love of football.