Technology Manchester City Sports Marketing

Manchester City partner with Google for hackaton centred on innovating fan engagement


By Tony Connelly | Sports Marketing Reporter

January 3, 2017 | 4 min read

Manchester City is continuing its pursuit of innovation having partnered with Google to stage a second hackathon centred on improving digital fan engagement between supporters around the world.

Manchester City

Man City are attempting to develop new ways for their fans from around the world to engage with one another

The Premier League club will once again invite programmers, designers, researchers, strategists, marketers, social media specialists, students and innovators along to the Etihad Stadium for another hackathon.

The first event, which took place in August 2016, focused on extracting performance-enhancing insights from match data. This time City are focusing on digital fan engagement and will task participants with developing new and innovative ways that can reinforce a sense of community among City fans.

The second event will take place from the 10-12 February and is comprised of two programmes. The first is Cityzen Hack, which is designed for experienced individuals from those fields and the second is the Academy which is for those new to hackathons who are looking to hone their analytical, design and marketing skills.

For the second round of #HackManCity, the club have partnered with Google which will support the event by providing experienced judges and facilitators.

Diego Gigliani, senior vice president for media and innovation at City Football Group, said: "By engaging in open conversation with a diverse and passionate community, we’ve been able to uncover new paths to explore together. We hope to replicate this again during our second hackathon – by engaging with our community and coming up with creative ways to employ new technologies or digital means that create a sense of belonging among our global fan base.”

One of the previous winners, Paul Robinson, added: “The Manchester City hackathon last summer was remarkable. I've attended many hack days and consider this to be one of the best I've been to. Coupled with an incredibly interesting brief and access to resources that are near impossible to get access to in any other context, I'll remember the weekend for a long time to come. The talent of others competing was exceptional and the quality of the ideas produced over the two days were top-notch.”

It speaks to other initiatives undertaken by the club to create a sense of community between their global fans base. This has included working with club sponsor to create a new campaign showcasing fans and their personal stories and the Global City video series which was collaboration with Etihad Airways.

Other moves which the Manchester City have made as part of their efforts to be seen as the innovative team in football include partnering with Snapchat to use Snapchat Spectacles to offer fans a unique behind the scenes perspective of the club.

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