The interactive experience sees City become the first sporting brand to utilise Sony’s new FavoriteSpace™ service. The two global brands have been working on the fan engagement PoC (proof of concept) experience, since a partnership between the organisations was announced in November 2021.
Available to fans for the first time, the newly launched app allows users to take part in a virtual fan community, where Cityzens from the UK, US and Japan can connect and celebrate the club throughout the season. Fans are able to create a personalised avatar and participate in a variety of activities including daily challenges, social events, minigames and co-creation functions. Digital merchandise is also available to redeem within a virtual City Store.
Powered by the data tracking technology of Hawk-Eye Innovations, a Sony group company, fans can explore 3DCG immersive match highlights for City home matches during the 24/25 men’s season, as well as relive key moments from the 23/24 season.
Through the FavoriteSpace service, the club is providing new opportunities for club partners within the Manchester City experience, with the likes of Etihad and Nissan being the first, to develop innovative and engaging activations. This includes reactive LED messaging within the Immersive Highlights for Premier League matches and specific challenges within the interactive Stadium Tour.
Nuria Tarre, Chief Marketing and Fan Experience Officer at City Football Group, said: “We’re delighted to launch this new experience today alongside our long-term partner Sony as part of our wider strategy to embrace new technologies and continuously explore new ways to engage and entertain our audience.
“It’s exciting for us to be able to see the PoC partnership come to life with today’s launch and we’re grateful to Sony for collaborating with us to launch the Man City Virtual Etihad Stadium today.
“This is the latest digital experience we have launched for our global fanbase - following success on other platforms such as Roblox and Fortnite in recent years - and we hope fans across the world will enjoy it.”
Yuhei Yabe, Head of New Business Development Division, Sony Group Corporation, said: “We are pleased to bring this new sports experience to football fans by combining Sony’s new service, FavoriteSpace, with the attractive content provided by Manchester City.”
“Sony is committed to making the future of sports more engaging and innovative by utilising Sony’s technology and entertainment expertise. It’s been an incredible journey from the PoC phase with our partner Manchester City, and today, we are thrilled to announce the launch.
“At FavoriteSpace, we will continue to develop services that bring fans closer together, making the act of supporting their favorite teams and players even more enjoyable.”
To find out more about the Man City Virtual Etihad Stadium please visit - https://www.mancity.com/favoritespace
The app is also available to download and explore via the App Store and Google Play.
“FavoriteSpace” is a registered trademark or a trademark of Sony Group Corporation or its affiliates.
