Manchester City has announced a multi-year global partnership with Publicis Sapient, naming the company as its official digital business transformation partner.
Through this partnership, Publicis Sapient will support Manchester City’s ongoing digital transformation strategy, helping the Club enhance its digital ecosystem.
As part of the partnership, the Publicis Sapient brand will be prominently featured across pitch-side LED advertising at the Etihad Stadium and Joie Stadium in the UK, as well as across the Club’s social media channels, further strengthening visibility across key international markets.
“This collaboration is about harnessing the power of digital transformation to elevate fan engagement and create immersive, tech-driven experiences that brings global supporters, including those in the UAE and wider Middle East closer to a club they love,” said Bassel Kakish, CEO, Publicis Groupe Middle East and Turkey.
The partnership is a result of Manchester City’s dedication to technological advancement within the sports industry. “As a Club, we are continuously working to strengthen our digital ecosystem. We are therefore delighted to welcome Publicis Sapient as the Club’s Official Digital Business Transformation Partner,” said Roel de Vries, Chief Operating Officer, City Football Group.
“Through the new partnership, we will benefit from industry-leading software and innovative solutions that further strengthens our position at the forefront of technological advancement in the sport industry,” he said.
Leveraging its fully integrated SPEED – Strategy, Product, Experience, Engineering and Data and AI – capabilities, Publicis Sapient plans to work closely with the Club to optimise operations and elevate Manchester City’s digital experience off the pitch.
“By harnessing AI, data, and digital innovation, we are creating immersive experiences that bring supporters closer to the action, while reinforcing our commitment to the region’s dynamic sporting and digital landscape,” Kakish said.
Publicis Sapient CEO, Nigel Vaz, further explained the strategic value behind the partnership, which aims to deliver ‘innovative, people-first experiences.’
“Together, we are building a dynamic and future-ready digital ecosystem powered by data and AI, that enhances fan engagement and operational excellence. This partnership not only drives immediate value but also positions Manchester City for sustained success in an increasingly dynamic and digital sports landscape,” he said.
