Client: Manchester City Football Club
Year: 2016
Brief: Digital platform for Manchester City’s Cityzens membership
The challenge
Manchester City launched Cityzens to bring fans closer to the club. But the membership programme needed more than a login and a few perks.
It had to feel real. It had to belong to the fans.
Our approach
We spoke to supporters across generations, from the Maine Road faithful, to fans thousands of miles away. What they wanted was simple: to feel heard and connected.
We designed a platform that gave them a voice. Sky blue led the visuals, with subtle nods to the club’s heritage throughout.
We built in features like a live sign-up map, showing the scale of the global fanbase in real time.
Every interaction was designed to feel personal, relevant and unmistakably City.
The result
Within the first month, Cityzens reached 33% of its annual target. The platform gave supporters a shared digital home, built with them, for them.
What they said
“Creative Spark delivered a microsite that had global reach whilst also recognising the heritage of the club. The Spark team were a joy to work with and the site has been very successful since it launched”
– City Marketing Manager
