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This past Sunday, the moment that Manchester City had been waiting for all season, finally arrived. Led by manager Pep Guardiola, City won the Premier League trophy after a draw against Huddersfield Town.
With all their recent success, Manchester City has proven to be one of the most popular English teams in the world over the last decade.
While the club is still not on the same playing field as Barcelona or Real Madrid in terms of popularity, City is certainly trending in the right direction, and that is because of their transition from a team to an international brand.
Manchester City’s digital brand is one of the most forward-thinking in world football, as they have been constantly creating ways to allow their fans to better connect with the club no matter where they are located in the world. Amazon’s All Of Nothing series is just the latest example of a club trying to reach farther and wider.
The club’s content strategy team has four specific pillars that lay to the foundation of their successful social media campaigns.
The first is that the production quality always meets the highest standards. This includes everything from stories and interviews, to the graphics and presentations.
Second is their shrewd use of social media influencers. Instead of just using regular celebrities and players, the content strategy team has also reached out to YouTubers and soccer content producers who had a finger on the plus of the younger demographic.
Next, is the merging of both the men’s and women’s team in regards to branding. Instead of keeping the teams separate, the content strategy team advertises the teams together, allowing for further exposure for the women’s team.
Lastly, and most importantly, City has done an excellent job of attracting a global audience. They’ve achieved this by translating their content into a variety of languages. For example, their web content alone has been translated into 13 languages. Additionally, the content strategy team has offices in a variety of countries. Not to mention, just last month, the club signed on to a multi-year partnership with Tinder.
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All of City’s digital strategies — whether it be Instagram live interviews, ticket giveaways, a United States-based content producer, or Amazon documentaries — is done with the purpose of giving fans — located in Denver, Dubai, Dublin, or otherwise — a more personal experience with the ever-growing global brand.
