Sony to become official virtual fan engagement partner of Manchester City Football Club


Sony will carry out a PoC (proof of concept) with Manchester City, aiming to develop new forms of digital content and services that integrate the physical and virtual worlds to excite and engage both the current generation and the next generation of sports fans across the globe. The PoC will leverage the technologies of several Sony group companies and the global intellectual property of Manchester City.


This first partnership with Manchester City marks another milestone in Sony’s efforts to accelerate its engagement with the sports community. Sony has already developed successful digital fan experiences in the sports, music and entertainment industries at large.

The aim of this PoC is to create a global online fan community, where fans can come together to interact with other fans, the team and establish new levels of connectivity with the club in a virtual recreation of the stadium. Etihad. The Virtual Etihad Stadium will not only be a realistic rendering of the stadium by Manchester, United Kingdom – it will also be an access point to unique virtual experiences for fans, from fully customizable avatars to next-generation interactive loyalty programs, all new ways to express their fandom.

The PoC will leverage on cutting-edge image analysis and detection technologies from Sony, as well as leading electronic performance monitoring systems (skeleton tracking and data manipulation / virtual entertainment technology) from Hawk- Eye Innovations from Sony. [*]. The PoC will explore new ways to use this technology to engage sports fans around the world.

[*] Hawk-Eye Innovations is the wholly owned subsidiary of Sony that has been at the forefront of sports refereeing and broadcast enhancement technology since 2001; with vision processing, video replay and creative graphics technologies that make sport fairer, safer, more engaging and better informed.

“Thanks to this PoC, Sony will support Manchester City to further increase the value of its content and engagement with fans around the world. Sony aims to create an online fan engagement platform that brings the Club and its global fans closer together, demonstrating our commitment to the sports entertainment industry and helping our partners seek new opportunities, ”said Toshimoto Mitomo, Head of Intellectual Property and Business Incubation Platform, Sony Group Corporation.

“At Manchester City, we have a reputation for continually adopting the latest technology to improve our operations, with a particular emphasis on exploring ways to engage and entertain our global fan base. This partnership with Sony puts City at the stage of development of an exciting project that will create immersive digital experiences for fans that have never been seen before in football. We look forward to launching this collaboration and bringing together advanced Sony technologies with the global network of Manchester City fans, ”said Nuria Tarre, Marketing and Fan Experience Manager, City Football Group.

About Sony Group Corporation
Sony Group Corporation is a creative entertainment company with a solid technological base. From gaming and network services to music, images, electronics products and solutions, imaging and detection solutions, and financial services, Sony’s goal is to fill the world with emotion through the power creativity and technology.

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About Manchester City Football Club
Manchester City FC is an English Premier League club founded in 1880 as St Mark’s West Gorton. It officially became Manchester City FC in 1894 and has since won the European Cup Winners’ Cup, seven League Championship titles, including five Premier League titles (2012, 2014, 2018, 2019, 2021) and six FA Cup. Manchester City FC is one of 11 clubs in the City Football Group and counts New York City FC and Melbourne City FC among its sister clubs.

Under the leadership of Pep Guardiola, one of the most decorated managers in world football, the club play their home matches in the league and UEFA Champions League at the Etihad Stadium, a spectacular 55,000-seat arena that City have since called their home. 2003. Today, the stadium is on the widest Etihad Campus, which also includes City Football Academy, a state-of-the-art youth training and development center located in the heart of East of Manchester. With an Academy stadium with a capacity of 7,000, the City Football Academy is also where the Manchester City Women’s Football Club and the Elite Development Squad train daily and play their competitive matches at home.

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SOURCE Sony Group Corporation