Case Study: Manchester City Football Club boosts fan engagement with Code and Theory

Manchester City Football Club engages 600 million fans with Code and Theory

Manchester City Football Club, with a global fanbase of 600 million, needed a digital platform to engage its diverse supporters, from younger fans who prefer bite-sized content to older fans who engage with deeper material. The club partnered with Code and Theory to create a mobile-first experience that would also support business operations like ticket sales.

Code and Theory implemented a flexible platform featuring a "two-speed content system." This included the "City Now" feed for younger fans and dynamic editorial content for traditional supporters. The solution prioritized video and integrated real-time match data and player profiles, deepening fan engagement and driving revenue through seamless ad integration without compromising the user experience.

Manchester City Football Club