Manchester City FC: partnership extended with Qualtrics (tech) to enhance the fan experience

Qualtrics, an American company specialised in experience management software, has extended as global partner of Manchester City FC (Premier League) from the 2026-27 season, the club announced on 15 September 2026.

The two parties have been linked since the 2021-22 season, when Qualtrics began providing the club "with technology designed to capture and analyse feedback across a range of audiences and touchpoints.This has supported the club in making more informed decisions across matchday operations, engagement initiatives and the wider Etihad Campus (61,000 capacity)," the club said. Manchester City welcomed an average of 60,705 spectators per match in 2025-26 (representing a 99.5% stadium fill rate).

"As the Etihad Campus continues to evolve with the opening of Medlock Square, a new…