Manchester City and Sony launch the ‘Virtual Etihad Stadium’

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Image credit: Manchester City website

Manchester City has unveiled the ‘Virtual Etihad Stadium’ – an interactive fan experience powered by Sony for fans to enjoy.

The interactive experience makes City the first sports brand to use Sony’s new FavoriteSpace service. The two global giants have been developing this fan engagement proof of concept (PoC) since their collaboration was confirmed in November 2021.

For the first time, fans can access the newly launched app, which lets Cityzens from the UK, US, and Japan join a virtual fan community to connect and celebrate the club throughout the season. Users can create personalized avatars and engage in various activities like daily challenges, social events, minigames, and co-creation features. Digital merchandise can also be redeemed within a virtual City Store.

Using data tracking technology from Hawk-Eye Innovations, a Sony group company, fans can immerse themselves in 3DCG match highlights for City’s home games during the 24/25 men’s season and revisit key moments from the 23/24 season.

With the FavoriteSpace service, the club is offering new opportunities for partners like Etihad and Nissan to create innovative and engaging activations within the Manchester City experience. This includes reactive LED messaging in the Immersive Highlights for Premier League matches and tailored challenges within the interactive Stadium Tour.

Chief Marketing and Fan Experience Officer at City Football Group, Nuria Tarre expressed her excitement about the collaboration.

“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.

“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.”

Head of New Business Development Division and Sony Group Corporation, Yuhei Yabe further elaborated how they will continue to make sports more engaging and innovative.

“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 favourite teams and players even more enjoyable.”

To find out more about the Man City Virtual Etihad Stadium, click here.

Brisbane Roar teams up with Monochrome as Platinum Partner

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Image credit: Brisbane Roar website

Brisbane Roar confirmed Monochrome Corporation will become their Platinum Partner and A-League Men’s match day kit sleeve sponsor for the upcoming 2024/25 season.

Monochrome is a diversified financial services group specialising in crypto-assets and infrastructure projects within the bitcoin and digital asset sector across the Asia-Pacific region.

Earlier this year, Monochrome’s asset management division launched the Monochrome Bitcoin ETF (Ticker: IBTC), Australia’s first ETF to directly hold bitcoin.

A cryptocurrency company partnering with a club in the A-League is an extremely rare case and could signify a change in the future with this Brisbane Roar deal.

Central Coast Mariners partnered with Australian crypto platform Zipmex back in April of 2022 with the partnership becoming a joint deal with NRL club Penrith Panthers, however, this collaboration didn’t last very long at all, dissolving in 2023.

The other major codes in Australia have accepted multi-million dollar deals in crypto and the A-League could follow suit in the coming years if it becomes more acceptable.

Brisbane Roar Chairman & CEO, Kaz Patafta expressed his excitement and discussed the way this will benefit the club.

“We are delighted to welcome Monochrome to the club for the upcoming season. Monochrome is a leader in their field and a pioneer in the ETF investment space for crypto and bitcoin exposure. We are greatly appreciative for their support of our A-League Men’s program, and we look forward to seeing this partnership grow,” Patafta explained in a press release.

Monochrome CEO, Jeff Yew also commented on the collaboration and how the two parties are tied to the same values.

“Monochrome has been a long-standing supporter of Australian athletes and sporting events. Furthering our commitment to excellence alongside Brisbane Roar which aligns well with Monochrome’s brand values,” Yew said in a press release.

Brisbane Roar secure an important deal financially for the club and are busy once again in the offseason as they remain one of the strongest business clubs in the league.

This crypto deal is pioneering and could also give a glimpse into the potential for more deals like this if it becomes successful, with clubs becoming increasingly desperate for stable, financially-heavy partnerships.

Football Queensland will keep registration fees unchanged for 2025

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Image credit: Matimix

Football Queensland (FQ) has decided to buck national trends in increased registration fees by keeping the same low fees from past seasons for 2025.

FQ’s prices for the 2025 season will be $50 for MiniRoos, $66 for Juniors and $130 for Seniors making them the lowest registration fees in Australia.

President of Football Queensland, Paula Robinson, champions the federation’s economic management throughout the years to deliver affordable sport to a growing audience.

“The Football Queensland Board of Directors is extremely proud to keep its registration fees unchanged for yet another year. Having the lowest registration fees of any Member Federation means football in Queensland is one of the most financially accessible sports in the country. No wonder we have more Queenslanders than ever wanting to take to the football fields,” she said via FQ press release.

“As we continue to experience record year-on-year growth in participation across the state, the decision to not increase governing body fees for a fifth year reflects Football Queensland’s commitment to ensuring football remains accessible to all Queenslanders, no matter their age, background or location.”

Football Queensland CEO, Robert Cavallucci, explained how the governing body continue to manage difficult reforms.

“Football Queensland continues to undertake very difficult and significant reforms to its operational design, execution and statewide governance structures to transform how we deliver football and ensure the game can handle its evolving needs well into the future,” he said via press release.

“Coupled with prudent financial management, these reforms continue placing significant downward pressure on football’s volatile and high inflationary cost environment to deliver stable registration benefits to participants across the state. 

“After another exciting 2024 season, we look forward to welcoming participants back next year and seeing even more Queenslanders join our game in 2025.”

The registration fees for FQ have been the lowest in the nation for 5 years with the federation not allowing price increases since 2020, including in 2022 where on average football prices saw a 30% increase nationwide.

With the recent cost of living crisis in Australia, the cost of sports has been a massive influence on players either starting or returning to play football in Australia.

FQ’s massive increase in participants has made football the most-played team sport in Queensland, having the largest increase in players of all state federations last season. The continued low prices have been voiced as a key contributor to this success.

As a federation with a large contribution to Australian football in player numbers and successful professionals, its ability to keep prices low is a massive accomplishment.

Other state federations should look to FQ for inspiration in replicating their economic management if Australia wants to maintain participant numbers and ease the financial pressure to play football.

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