Manchester City owners City Football Group (CFG) have joined forces with Israeli web development company Wix.com in a bid to boost digital fan engagement across its various platforms.
CFG, who also own New York City FC, Melbourne City FC and a 20 per cent stake in Japanese club Yokohama F. Marinos, will first collaborate with Wix.com on Manchester City's digital channels.
The Israeli company sees the partnership as an opportunity to build its presence in sport following a $5m (£3.5m) outlay on a 30 second Super Bowl ad.
"This partnership will not only introduce our clubs' global fan bases to an easily accessible online tool, but will also provide them with increased opportunities to get closer than ever to all the on the pitch and behind the scenes action taking place across Manchester City FC, New York City FC and Melbourne City FC," commented City Football Marketing commercial director Omar Berrada, who brokers sponsorship for CFG.
Wix.com chief marketing officer Omer Shai added: "Working with a globally recognized football brand like CFG is part of our overall strategy to use the power of sport to reach worldwide audiences with our brand. We have seen great success advertising in the NFL’s Super Bowl, and now we’re looking to expand to the most popular sport in the world – football.
"The partnership with CFG is a natural one as our two brands share values and vision, and we’re confident it will boost the Wix brand amongst the massive fan bases of all three clubs."