Man City signs Publicis Sapient as global digital agency

Manchester City FC has signed a multi-year global partnership with Publicis Sapient, to support the club’s ongoing digital transformation strategy, and enhance its digital ecosystem.

The move, which means the agency is now Man City’s “official digital business transformation partner” will see the Publicis Sapient brand prominently featured across pitch-side LED advertising at the Etihad and Joie Stadium in the UK and across the club’s social media channels.

Tapping into its fully integrated “Speed” – strategy, product, experience, engineering and data & AI – capabilities, Publicis Sapient will work closely with the club to optimise operations and elevate Manchester City’s digital experience off the pitch.

While the men’s team has blown hot and cold this season, and was this week eliminated from the Champions League, the club claims its global fanbase is continuing to rise. In fact, it grew by 28% during the 2023-24 season, with its total audience reaching 786 million. Meanwhile, the average live UK audience of City games was 2 million, which was a 14% increase from the previous year.

The club has also established a raft of new Official Supporters Clubs around the world. In the 2023-24 season, 62 new OSC branches were established, bringing the total number of branches to 405 in 75 countries.

City Football Group chief operating officer Roel de Vries commented: “As a club, we are continuously working to strengthen our digital ecosystem. We are therefore delighted to welcome Publicis Sapient as the club’s official digital business transformation partner.

“Through the new partnership, we will benefit from industry-leading software and innovative solutions that further reinforces our position at the forefront of technological advancement in the sport industry.”

Publicis Sapient chief executive Nigel Vaz added: “We’re proud to partner with Manchester City on this transformative journey, harnessing our Speed capabilities to deliver innovative, people-first digital experiences.

“Together, we are building a dynamic and future-ready digital ecosystem that enhances fan engagement and operational excellence.

“This partnership not only drives immediate value but also continues to support Manchester City for sustained success in an increasingly dynamic and digital sports landscape.”