Challenge:

Create a marketing platform for MCFC as they begin to enter the U.S. market.

Outcome:

Connecting to people who feel overlooked to foster a strong community built to support each other and the team.

Background

The sport of football has become increasingly popular in the U.S. as the country hosts the 2024 Copa America, the 2025 FIFA World Cup, and the 2028 Summer Olympic games. Manchester City has seen a large success streak in recent years, and are looking to enter the U.S. market as the sport takes off. Unlike many of their rivals, team’s commitment to the sport doesn’t end after the games: they pride themselves on empowering better lives for everyone through football.

Manchester City will be up against lots of strong competitors that are also seeking to break into the U.S. at the start of the football craze, such as Arsenal, Chelsea, and Manchester United. In Europe, football teams generally capture the allegiance of their geographic location’s population, but in the U.S., fans will have to be earned.

Findings

When people have constantly been ignored and discounted, all they want is to feel seen; when someone makes them feel like they matter, they love them differently: supporting them in every way they can, defending them when they’re being disparaged and loving them with all their might.

So Manchester City should look to earn the fandom of those who are overlooked.

Results

The “City Sees You” campaign will address three identified groups of overlooked people in the U.S., with a message tailored to address specific details in their lives which often contribute to being left out of the masses.

Several team members have been outspoken about their involvement in supporting these groups in their own lives, and could be an asset to the campaign by sharing personal experiences. It also gives them another opportunity to continue to better lives through football as a support system for those who need it most.