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CLIENT SPOTLIGHT
Location:

Manchester – UK

Year:

Since the season 2017/2018

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The Case

ISL helped Manchester City to expand their brand in the US.

Manchester City FC aimed to keep expanding the club’s brand awareness in the USA, and ISL had years of experience helping other top clubs, such as FC Barcelona, to increase their presence in the American territory.

Man City reached out to ISL wishing to implement a sports travelling model similar to the one ISL put in place for FC Barcelona through the ISL Experience department, dedicated to sports travelling – bring American players to the UK to show them the club’s methodology and values.

The Client

Manchester City FC is the 5th most valuable club in the world at $2.69 billion, according to Forbes list 2019. 

Under the management of star coach Pep Guardiola, they were the only Premier League team to attain 100 points in a single season, and also the first English men’s team to win the domestic treble.

Commonly known as Man City, the club is owned by Abu Dhabi United Group whose major partner is Sheikh Mansour bin Zayed al-Nahyan, a member of the Abu Dhabi ruling family.

The Challenge

It is always a challenge to work with one of the biggest clubs in the world. The stakes were high and Manchester City expected nothing but great results. 

In addition, ISL had to come out of its comfort zone (Spain) to organize a football travelling experience in a new territory (UK) and work with a different market.

The Solution

ISL’s dedicated team  – ISL Experience – worked tirelessly to ensure logistics were perfectly managed and that all players and families coming from the United States had an amazing and unforgettable visit. 

ISL created a trip beyond soccer, providing an exclusive development, cultural and learning experience for all players. 

From training sessions at Manchester City Football Academy to attending Premier League matches and visiting some of the most famous European cities, everything was carefully thought to be a success. 

On top of that, the experience included Uefa and Uefa Pro licensed coaches, competitive games for the players, and cultural activities in both Manchester and London. 

The Results

The American players and families that participated in the Manchester City trip were absolutely thrilled with everything, from the organization to the soccer and the cultural experiences.

All participants left extremely positive feedback, highlighting the quality of the soccer facilities, training sessions and competitions, and the contagious energy of the Premier League matches.

England is, after all, the home of football, and English stadiums have a unique vibe and mystique that no other country can replicate. 

ISL managed not only to increase Manchester City’s brand awareness in the US, but also to create an emotional bond between the visitors and the club.

A total of 210 American players, boys and girls aged 8 to 16, and 315 American families have participated in the Manchester City experience and they would all be very happy to do it again.

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