Manchester City FC: Qualtrics (software) extends as a global partner from 2023-24

Qualtrics, an American company specialised in experience management software, has extended its role as global partner (first level) of Manchester City FC (Premier League) from the 2023-24 season, announced the club on 19/02/2024. The two parties have been linked since the 2021-22 season.

As part of the agreement, the Manchester club is using software solutions developed by Qualtrics to "to capture and analyse fan feedback at every point to deliver the best experiences, in and out of the Etihad stadium (Manchester, ENG). Through the partnership, Manchester City is able to receive and analyse convenient and immediate feedback to further understand the needs of match-attending fans at the Etihad Stadium, through initiatives such as targeted post-match surveys and 'in the moment' feedback from fans whilst they are visiting the Etihad Campus, including in the Kids Fanzone and hospitality areas," explained the club.

Together, the two parties have also created "an innovative programme that allows perception, awareness and overall brand experience of partners to be monitored which supports…