Manchester City Football Club pride themselves on creating a memorable experience for their fans and visitors to the Etihad Stadium.
They wanted to improve engagement with fans and offer them a consistent team of friendly faces, every time they visited the stadium. The club’s objective was to ensure that they became the market leaders in match day fan experience.
Off the back of an in-depth research project, we took with the club, we proposed creating a team of brand ambassadors called The Playmakers. These club ambassadors would be the face of MCFC, welcoming fans to the Etihad stadium, assisting with any queries and engaging fans with giveaways and on the spot prizes for competitions, prior to kick-off.
We handled the recruitment of the new team, training, management, match day activations and event management on match day. This helped provide a continuity and quality of service for the club over a very long, enduring season.
This model went onto define the standards expected from the Premier League for matchday experiences and we have since helped other clubs implement similar programmes.