City Football Group CMO Nuria Tarre spoke to SBJ about Manchester City's tour of the U.S. this summer, including matches in Houston and Green Bay. Tarre addressed a range of topics, from the club's recently signed partnership with Sony to what the buzz around Euro 2022 this summer will mean for Manchester City Women's Football Club to what NYCFC -- which is one of a number of clubs worldwide under the CFG umbrella -- winning the MLS Cup in 2021 will mean for CFG's U.S. growth. Tarre's answers, edited for clarity, are below:
Q: What were some of the commercial highlights of this year’s U.S. tour? Tarre: During our first stop in Houston, we collaborated with the NASA Space Center to use the setting for our 2022/23 Puma away kit shoot. Not only was the content unique and compelling, but it boosted overall awareness of the unveiled jersey, resulting in a significantly higher rate of sales from the U.S. market contributing to our most successful away kit launch to date and a record month of sales for our retail department. Five years ago, we played at the NRG Stadium on a previous preseason tour and there were only a few blue shirts in the stadium so to see the stadium in 2022 almost half Man City blue and (Liga MX side) Club America yellow is a real sign of the club’s growth in the US. ... Our trip to Green Bay presented us with a historic opportunity, and we were extremely proud to take part in the first-ever soccer match at Lambeau Field against fellow global power Bayern Munich. Despite a crazy storm, we were able to sell out the iconic venue -- further proving just how tremendous the growth of soccer has been in the States.
Q: How do Houston and Green Bay/the Midwest fit among CFG's priority U.S. markets? Tarre: Man City’s sister club is NYCFC -- and Manchester City has visited many major U.S. markets in the past including New York City, Chicago, Nashville and Miami. As we continue evolving, we aim to expand our footprint even further and constantly engage with both passionate fans living abroad and those new to the sport in a diverse range of territories. ... Having the opportunity to be a part of a historic match in Green Bay was an honor as it was the first-ever soccer match held at Lambeau Field.
Q: How does Manchester City plan to stand out in the U.S. market from other clubs like Barcelona and Bayern Munich with strong presences -- and North American offices -- here? Tarre: While there are many clubs with a growing presence in the U.S., City Football Group has a truly unique global model with 12 football clubs around the world. Having NYCFC in New York, especially following its 2021 MLS Cup win, accelerates our growth in this important market, especially as the country prepares to host the World Cup in 2026.
Q: What are some of the ways CFG has seen NYCFC and its 2021 MLS Cup win boost the profile of both the ownership group and the Premier League side? Tarre: NYCFC winning the MLS Cup is the latest example that the CFG model is working. In under a decade, the group has created a unique signature style of possession-based/attacking style "beautiful football" -- resulting in champion teams in leagues across the world that are also entertaining to watch -- even when salary caps and single-elimination playoff structures are in place. In 2021, Manchester City, Melbourne City, Mumbai City, and NYCFC were all champions of their respective countries.
Q: How will Man City Women look to capitalize on England winning Euro 2022? Tarre: Watching the Lionesses win their first European championship, in front of a sold-out crowd at Wembley, will be remembered as a milestone moment in the history of the women’s game. We are tremendously proud that Man City had the highest number of players from a club in the England squad this season -- and other players representing Norway, Spain and Sweden during the tournament. ... The club has immediately felt the effects of the tournament and increased interest in women’s football with record season ticket sales ahead of the new Women’s Super League season, a huge increase in general ticket sales for MCWFC’s opening home fixture against Arsenal and over 10,000 tickets sold in the first week of sales for the club’s derby fixture against Manchester United to be held at the Etihad Stadium in December. ... The Manchester City women’s team has always been attractive to commercial partners and the Euro 2022 final result -- fueled by our own Chloe Kelly’s extra time winner -- will only help us continue to build out further commercial opportunities for the Manchester City women’s squad.
Q: What are some of Man City's most notable commercial initiatives for 2022-23? Tarre: We want to be the club of the future for fans, and current and future commercial partners, and will continue to push the envelope in terms of innovation and the use of data and technology. We are always looking to be part of the next consumer trend. ... Our recent partnership with SONY will see us collaborate, learn and explore new ways to create cutting-edge digital fan experiences like a virtual recreation of the Etihad Stadium in the metaverse. ... Another exciting commercial initiative is our upcoming trophy tour presented by OKX. To celebrate the club’s dramatic (2021-22) Premier League victory and the fourth title win in five years, we’re taking the Premier League trophy on the road to meet fans around the world, including Mexico, South Africa and Norway for the first time. It is especially important to us to meet our fans in-person since we’ve been so limited by COVID in the recent years.
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