Pep Guardiola cried and shared online his pains.

Pep Guardiola cried and shared online his pains.

Manchester City have announced a new partner to help them engage fans to a greater extent at the Etihad Stadium and Joie Stadium

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ByDave Powell
12:30, 4 JUL 2024
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Interactive Joie Quiz at half-time in the Women’s Super League match between Manchester City and Manchester United at the Etihad Stadium (Image: Isaac Parkin/Manchester City FC)

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Manchester City have created a Premier League first by signing a groundbreaking multi-year deal with a new commercial partner.

As part of plans to improve engagement for fans at both the club’s Etihad Stadium home, as well as the Joie Stadium, home of Manchester City Women, the club have linked up with Manchester-based firm Piing, with the company to become City’s, and indeed the Premier League’s, first ever official crowd games supplier.

In a deal that will bring its mass-participation gaming experience to crowds on match days, Piing has grown its relationship with the club having worked with City at various levels for more than a year.

Under the multi-year deal, supporters at the Etihad Stadium and the Joie Stadium will be able to take part in Piing games pre-match and at half-time, with the deal aimed at supporting further fan engagement for Manchester City. It’s aim is to allow fans the chance to test out their penalty shooting skills with the Pen-Kick on the big screens, and show off their footballing knowledge with Quiiz. Both games are Piing fan favourites and have been played in stadiums around the world, with Piing also having deals in place with the likes of Charlotte FC in the MLS.

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Gareth Langley, CEO of Piing, said: “This collaboration marks a huge step for the Piing brand and brings us back to a team in which we have some deep connections and long-standing friendships.

“We’re on a mission to engage fans at the greatest events on Earth, so we’re really looking forward to large crowds across men’s and women’s matches at the Etihad and Joie Stadiums getting their hands on our games.”

Manchester City played a role in the origins of Piing, who entered the Manchester City Startup Challenge competition when the club was looking for ways to improve its fan engagement.

“We were considering the value of stadium-wide digital activations that all fans could interact with. That’s when we saw the global opportunity for how Piing can change how brands interact with fans at sports and live events all over the world,” explained Langley.

“It’s great to come full circle and cement that relationship with the club where it all started.”

Alongside games on the big screen, fans will be able to play Piing in fan zones, hospitality areas, and the Manchester City Blue Carpet experience. Piing games can be played at Manchester City by anyone with a smartphone. Fans will scan the QR code on the big screens to join the game without downloading an app.

Speaking to the Bottom Line at SportsPro Live in New York earlier this year, Langley explained the growth potential of the technology for the live sporting event.

“We believe that the future of fan engagement and brand activation is mass participation,” said Langley.

“By the end of the decade, fans at every great event on Earth, from the Super Bowl to Taylor Swift concerts, will be taking out their devices to take part in massive digital activations with anybody else in the arena.

“Fans at home can take part too, and that creates a fantastic channel for brands and partners to directly connect with 50,000 in a stadium, and at home.”

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