Football is the most popular sport on the planet, with FIFA estimating an audience of five billion fans worldwide. With such a large addressable market, fan engagement is a powerful cultural and economic driver for the football industry.

Nevertheless, fan, or customer, engagement, is critical in many sectors and covers a scale that reaches from local to global.

City Football Group’s commercial and sporting success can teach much about reaching, captivating and monetizing a global fanbase. From immersive and innovative digital experiences to what sports economist Paul Madden calls ‘fan welfare maximisation’, there are a variety of reasons and ways to engage fans. This course examines how fan engagement cannot rely on winning seasons and championship trophies, and how it is increasingly essential for organisations to understand customer behaviours and preferences to gain and maintain loyalty.

On this two-day course, you will hear from market analysts, media experts, digital disruptors, and engagement visionaries. You will analyse a variety of case studies and understand how implementing the right approach can translate into a wider, more engaged customer base. By the end of the course, you will be better equipped to apply the learning gained to your own organisation’s business model, to enable brand building and growth at whatever scale and within any sector.

Themes covered

  • Consumer trends in a post-Covid world
  • Moving customers from passive consumers to loyal advocates
  • Digital frontiers for new fandom: content creation, NFTs, streaming, esports
  • Growing a fanbase in a new geography
  • Giving and getting value from fans


  • Understand how data, market research, and personalisation fuel fan engagement.
  • Apply the principles and case studies covered to a business model at any scale, size, or sector.
  • Discover new avenues to maximise fan/client engagement.
  • Balance corporate social responsibility and community-building in light of profit opportunity.

The course fee includes two days of on-site lectures and sessions, resources, lunch and refreshments both days, and a networking evening reception.

The course fee excludes: accommodation, non-scheduled meals, transport to/from the Etihad campus.

  • Price
  • Apply
  • Date
    11 May 2023–
    12 May 2023
  • Duration
    2 Days
  • Type
  • Division
  • Location
    Manchester, UK
  • Contact Us