February 21 – Manchester City have struck a multi-year partnership with digital consultancy Publicis Sapient, naming the firm as its official digital business transformation partner in a move aimed at modernising the club’s digital ecosystem.
The agreement will see Publicis Sapient leverage its expertise in strategy, product development, experience, engineering, data, and AI to enhance City’s operations off the pitch. With the club already known for its slick footballing machine under Pep Guardiola, this deal reinforces its ambition to match that efficiency in the digital space as well.
Publicis Sapient’s branding will be splashed across pitch-side LED boards at the Etihad and Joie Stadium, as well as on City’s social media platforms.
While the financial details remain undisclosed, the deal underscores Manchester City’s commitment to getting back in front after so many years of being ahead—not just in football, but in the ever-evolving digital landscape.
Roel de Vries, Chief Operating Officer, City Football Group, commented: “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.
“Through the new partnership, we will benefit from industry-leading software and innovative solutions that further reinforces our position at the forefront of technological advancement in the sport industry.”
Nigel Vaz, CEO, Publicis Sapient, added: “We’re proud to partner with Manchester City on this transformative journey, harnessing our SPEED capabilities to deliver innovative, people-first digital 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 continues to support Manchester City for sustained success in an increasingly dynamic and digital sports landscape.”
The Premier League holders will be licking their wounds after a humbling defeat at the hands of Real Madrid’s Kylian Mbappe in the Champions League on Wednesday. They now turn to Sunday’s clash with leaders Liverpool at the Etihad in the Premier League, with next season’s UCL qualification still in doubt.
Contact the writer of this story, Harry Ewing, at moc.l1740151517labto1740151517ofdlr1740151517owedi1740151517sni@g1740151517niwe.1740151517yrrah1740151517