English soccer giants Manchester City have announced the renewal of its partnership with US experience management firm Qualtrics.

Qualtrics will continue as the official experience management software partner of Manchester City, utilizing real-time data and insights to help the club listen to feedback from fans following each match.

City first partnered with Qualtrics in 2021, with the software firm instituting post-match surveys and developing feedback streams to aid City in enhancing its matchday experience.

It has also aided the club in enhancing the value of its commercial partnerships by creating a platform to measure the awareness and brand experience of the club’s partners to better refine and target partner advertising.

Tom Boyle, vice president of global partnerships, marketing, and operations and Manchester City owner City Football Group stated of the renewal: “In recent years, we have seen increased matchday satisfaction results and Qualtrics have played a key role in helping us to understand and improve our services.”

The announcement coincided with fellow English Premier League soccer side Fulham agreeing to expand its data and analytics partnership with Kitman Labs.

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The partnership will see Fulham utilizing Kitman Labs’ Performance “Medicine, Performance Optimization and Coaching & Development” solution to enhance the quality of its medical and player performance data.

Kitman will combine Fulham’s underlying data into one interactive analytical platform to streamline efficiency and help staff to unlock better player development and on-pitch performances.

Tom Hounsell, academy insights manager at Fulham, said of the partnership: “Our recent transition to the Kitman Labs Intelligence Platform has allowed us to continue to improve and manage the processes relating to the capture, cleaning, enrichment, and analysis of our football-related data. It’s continued to support our evolving commitments to interrogating data, interpreting results, and creating data-led insights and stories.”

The new deal comes off the back of Kitman Labs’ initial partnership with the Premier League, for which it provides all academies of its clubs, as well as the three lower-tier English Football League competitions, with a centralized data platform.

This “Football Intelligence Platform” collects data including player statistics, injury numbers, coaching metrics, and more, effectively collating data from every facet of a soccer club’s operation into one place that is accessible in real-time.