Man City agree new global partnership to ‘boost’ Etihad fan experience

Manchester City have announced a new global partnership with ticketing technology platform SeatGeek, extending a relationship that has supported the club's ticketing operations since 2018.

The agreement will see City continue using SeatGeek's mobile-first technology for matchday tickets, hospitality and concerts at the Etihad Stadium and Joie Stadium, with the aim of improving the process for supporters buying and managing tickets through the club's website and app.

The partnership also gives SeatGeek increased visibility across City's digital platforms, social media channels and stadiums during men's and women's fixtures, while providing an opportunity to grow its brand presence in the United States.

Manchester City extend SeatGeek ticketing partnership

City have worked with SeatGeek for eight years, using its platform to support ticketing across their venues and events. 

Under the renewed agreement, the club will retain responsibility for the direct sale and resale of its tickets, while SeatGeek continues to provide the underlying technology.

The arrangement is intended to make ticketing more efficient and improve the experience for supporters, particularly when purchasing and managing tickets digitally.

Greg Swimer, Chief Technology Officer at City Football Group, said: “Continuously investing in the best technology to improve the online ticketing and membership experience for fans is a key priority for Manchester City.

“We have worked with SeatGeek for a number of years as our trusted ticketing technology provider and it's fantastic to further integrate our two brands with the announcement of this global partnership. We look forward to continuing to work together over the coming years.”

The agreement covers both the men's and women's teams, as well as hospitality and other events hosted at the Etihad Stadium and Joie Stadium.

SeatGeek to increase brand presence in the United States

The global partnership will also support SeatGeek's efforts to raise awareness in the US, a key market for the ticketing company and Manchester City as the club continue to develop their international profile.

SeatGeek already has a portfolio of sports partnerships in the UK, including clubs across the Premier League and English Football League, as well as relationships with organisations in the NFL, NBA and Major League Soccer.

Jordan Hitchen, SeatGeek's Regional Director for EMEA, said: “Manchester City has worked with us since 2018, and we're proud to continue that work through this new global partnership.

“Together, we've used technology to make ticketing more efficient and deliver a better experience for fans, and there's more to come in the years ahead.”

Hitchen added that the companies would continue developing the technology and experiences available across City's matchdays, hospitality and events, while bringing their brands closer together internationally.

FGG Says: Digital ticketing remains central to the matchday experience

The renewed agreement highlights the role of ticketing technology in how major clubs manage supporter access and stadium operations. For City, continuing with an established provider means the club can build on a platform already used across its football venues, rather than introducing a new system.

The partnership also extends beyond the practical business of selling tickets. SeatGeek's branding will feature across the club's digital and stadium channels, while the US focus links the commercial agreement to City's wider international activity.

For supporters, the stated priority is a more efficient purchasing and ticket-management process, although the announcement does not detail specific new features or changes to the existing system.