MANCHESTER CITY 2011-12 AT A GLANCE

CONTENTS Football
04 06 07 08 Record-breaking Premier League campaign Stabilisation of first team squad Nurturing local talent in the Academy Integration of coaching and education in the Academy

Fans
10 A great matchday experience for all the family 12 In tune with the local fan base 14 World class social media engagement with our fans

Community
16 Extending roots in the local community 18 Raising profile of community activities with fans 20 Benefits of new Academy plans

Commercial & Operations

22 Delivering off the pitch 24 Expanding the global fan base

With their first top flight title in 44 years, the 2011-12 season was a historic one for Manchester City. But the Premier League trophy tells only part of the story. It is just one of many indicators of progress towards the Clubs long-term ambition set out by Sheikh Mansour bin Zayed in 2008 to establish a more successful, sustainable and internationally competitive football club that remains at the heart of its community.

Awards
26 Award winning performances by MCFC

RECORD-BREAKING PREMIER LEAGUE CAMPAIGN

MCFC won the Premier League title in 2011-12 with the Clubs highest ever tally of games won, and lowest ever tally of games lost, in top flight football
Premier League games won and lost in the last four seasons
WON

93 GOALS
CONSeCuTIve hOme wINS
A new Premier League record 20 more goals than MCFCs previous best in the Premier League

POINTS
An all time club record in the top league*

* End of season tables prior to 1981-82 recalculated to award three points for a win

28

LOST

Unprecedented interest in the 2011-12 title campaign

21 18 15 7 9 5 18

4.0 1
2009-10 2010-11 2011-12

UK TV viewers for City-United derby at the Etihad Stadium, the highest-rating sporting event in Skys history

Live commentary teams onsite from overseas broadcasters for City-QPR on the last day of the season the highest recorded figure for a Premier League game Increase in total UK TV viewing of live Premier League games involving MCFC compared to previous season

m+

2008-9

2009-10

2010-11

2011-12

2008-9

US TV viewers for City-United derby at the Etihad Stadium, the highest ever live cable TV audience in the US for a Premier League game

65%

Source: Manchester City, Opta

04

FOOTBALL

05

STABILISATION OF FIRST TEAM SQUAD

NURTURING LOCAL TALENT IN THE ACADEMY

MCFC bought fewer players than they sold in 2011-12, following a steady reduction in player signings since 2008-9
First team player activity, 2008-09 to 2011-12
Players 12

77% of players in MCFCs Football Academy are drawn from the local area
Geographical split of Academy players in 2011-12 season

10

11 9

33%
7 7 5 8 6

10

GREATER MANCHESTER

44%
MANCHESTER
07

2008-09 PLAYERS SIGNED

Source: Manchester City

2009-10 PLAYERS SOLD

2010-11

2011-12

23% OTHER
Source: Manchester City

06

FOOTBALL

INTEGRATION OF COACHING AND EDUCATION IN THE ACADEMY

The Academy provided almost 1,600 player-hours of coaching per week in 2011-12

Academy stats for 2011-12

players in Academy, from under-9s to under-18s

increase in number of Academy players compared to previous year full time staff, with a full-time coach for each age group

expenditure on the Academy

Weekly coaching hours for each age group in Academy

1/4

1/4

1/4

11 1/4
UndER 12S

11 1/4
UndER 13S

Improved academic performance from Academy students attendance at St Bedes College

UndER 9S

UndER 10S

UndER 11S

12
UndER 14S

12
UndER 15S

12
UndER 16S

14
UndER 18S

2011-12 season
Source: Manchester City

To be added in 2012 - 13 season

of MCFC scholars at St Bedes were reported to have improved in one or more subjects

of MCFC scholars at St Bedes recorded effort grades of good or excellent in their subjects

08

FOOTBALL

09

A GREAT MATCHDAY EXPERIENCE FOR ALL THE FAMILY

MCFC is the most improved Premier League Club for customer service over the last five years

MCFC is the most improved Premier League Club for child-care facilities and a more child-friendly environment over the last five years Proportion of fans responding to Premier League survey who agreed with the following statement about the Club that they support: my Club provides better childcare facilities and a more child-friendly environment in the ground than it did five years ago

69%
MANCHESTER CITY FANS

37%

AVERAGE FOR FANS OF ALL PREMIER LEAGUE CLUBS

Proportion of respondents who agree with the statement: 'my Club offers better service than it did 5 years ago'

MCFC was rated in the top 3 for 18 out of 32 statements surveyed by the Premier League in its latest national fan survey
Number 1s included

ST

ST

ST

ST

ST

ST

ST

ST

2 3

ND

2 3

ND

ND

ND

RD

RD

RD

RD

RD

RD

82%
MANCHESTER CITY FANS
Source: Premier League Match Attender Survey 2011-12

53%
AVERAGE FOR FANS OF ALL PREMIER LEAGUE CLUBS

1st
BEST PREMIER LEAGUE CLUB FOR HOW WELCOME YOU ARE MADE TO FEEL WHEN ARRIVING AT THE GROUND
Source: Premier League Match Attender Survey 2011-12

1st
BEST PREMIER LEAGUE FACILITIES FOR FANS TO BRING CHILDREN

1st
BEST TICKET PRICE CONCESSIONS FOR CHILDREN, STUDENTS AND RETIRED PEOPLE IN THE PREMIER LEAGUE

10

FANS

11

IN TUNE WITH THE LOCAL FAN BASE

MCFC offered the cheapest adult season ticket amongst the top 10 Premier League Clubs in 2011-12
Cheapest & most expensive adult seasoncard prices in 2011-12 season: Manchester City vs Top 10 Premier League Clubs
CHEAPEST MOST ExPENSIVE

97%

Proportion of fans responding to Premier League survey who said they feel very positive towards their Club

of MCFC fans feel strongly positive towards the Club

Source: Premier League Match Attender Survey 2011-12

97%
MANCHESTER CITY FANS

50%
AVERAGE FOR FANS OF ALL PREMIER LEAGUE CLUBS

250

319

MANCHESTER CITY
Source: Manchester City

CHEAPEST OTHER CLUB

MOST ExPENSIVE OTHER CLUB

985

499

CHEAPEST OTHER CLUB

605

MANCHESTER CITY

1955
MOST ExPENSIVE OTHER CLUB

30,000
Source: Manchester City

responses from MCFC supporters across 5 fan surveys conducted by the Club in 2011-12

84%
Source: Manchester City 2012 Fan Surveys

Our five-point City Promise and the proportion of fans who agreed we are delivering on it
WE WANT YOU TO HAVE A GREAT DAY AT MANCHESTER CITY WE WILL GO THE ExTRA MILE TO HELP YOU

of MCFC fans agreed that the Club was delivering on the City Promise in 2011-12

82%
WE TAKE PRIDE IN OURSELVES AND OUR SURROUNDINGS

83%
WE WILL GIVE YOU A WARM AND FRIENDLY WELCOME

85%
YOUR SAFETY IS OUR PRIORITY

88%

82% Hello
13

12

FANS

WORLD CLASS SOCIAL MEDIA ENGAGEMENT WITH OUR FANS

MCFC was rated the best football team in the world in social media utilisation

MCFC was awarded the best club website of teams competing in the Champions League 2011-12

Best club websites of Champions League teams as ranked by Spanish web consultancy departamento de Internet based on criteria such as usability, design and quality

Source: Departamento De Internet

RANk 1 2 3 4 5

CLuB POINTS mANCheSTeR CITy 92 OTeLuL gALATI (ROmANIA) 91 ARSeNAL 88 DINAmO ZAgReB (CROATIA) 85 ShAkhTAR DONeTSk (ukRAINe) 82

Best sports teams globally as ranked by American creative market agency Activ8social based on criteria such as team interaction with fans, promotions and originality of content

100%
visits to mcfc.co.uk increase in video views on mcfc.co.uk in 2011-12 Facebook Likes by May 2012

RANk 1 2 3 4 5
14

CLuB LOS ANgeLeS LAkeRS mANCheSTeR CITy SAN FRANCISCO gIANTS New yORk gIANTS ST LOuIS CARDINALS

SPORT BASkeTBALL FOOTBALL BASeBALL uS FOOTBALL BASeBALL

FANS

Twitter followers by May 2012

Source: Google Analytics, Twitter, Facebook

video views on the MCFC YouTube channel in 2011-12

Sport Website of the Year, Sport Industry Awards 2012

15

Source: activ8social.com/2012/06/07/top-20-teams-in-social-media (June 2012)

EXTENDING ROOTS IN THE LOCAL COMMUNITY

City in the Communitys activities resulted in more than 42,000 hours of participation in local projects in 2011-12

CITC stats for 2011-12

230,000

contacts across all activities

raised from mCFC, private funding, sponsorship and donations from supporters

City in the Community: breakdown of participation by kind of activity in 2011-12 (percentage of total hours of participation)

17%
FOOTBALL & MULTISPORT

15%
COMMUNITY COHESION

MCFC was one of four clubs selected from 400+ entries from 100+ countries for the Beyond Sport Sport Team of the Year Award 2011

16%
MANAGEMENT & ADMIN
Source: Manchester City

2%
VOLUNTEERS

33%
SKILLS & ENTERPRISE

17%
HEALTH & ACTIVITY

The Club uses the power of football to inspire and develop an entrepreneurial mind-set amongst young people [..] Beyond Sport is proud to have deemed this programme one of best practice in community engagement throughout the world.
Judges of Beyond Sport Awards

16

COMMUNITY

schools work in partnership with CITC across five local boroughs

increase in amount raised compared to 2010-11

2010-1

17

RAISING PROFILE OF COMMUNITY ACTIVITIES WITH FANS

86% of MCFC fans believe the Clubs contribution to the community has grown over the last five years

97% of MCFC fans believe the Club makes a significant contribution to the local community

Proportion of fans responding to Premier League survey who agreed with the following statement about the Club that they support: My Club already makes a significant contribution to the local community

97%
MANCHESTER CITY

82%
PREMIER LEAGUE AVERAGE

Premier League Match Attender Survey 2011-12

Proportion of fans responding to Premier League survey who agreed with the following statement about the club that they support: My club makes a greater contribution in its community than five years ago

1st
I AM AwARE OF COMMUnITY InITIATIVES RUn BY MY CLUB

1st
whEn RAnKEd ALOngSIdE EVERYThIng ThAT MY CLUB dOES On And OFF ThE PITCh, COMMUnITY InITIATIVES ARE VERY IMPORTAnT TO ME

1st
wORK In ThE COMMUnITY IS An IMPORTAnT PART OF ThE CULTURE And PhILOSOPhY OF MY CLUB

mCFC was the leading Premier League Club on 5 of the 6 statements relating to community surveyed by the Premier League in its latest national fan survey

86%
MANCHESTER CITY
Premier League Match Attender Survey 2011-12

61%
PREMIER LEAGUE AVERAGE

1st
I AM PROUd OF ThE wORK ThAT MY CLUB dOES In ThE COMMUnITY

1st
MY CLUB IS gOOd AT TELLIng FAnS ABOUT ThE wORK ThAT IT IS dOIng In ThE COMMUnITY

2nd
Id LIKE TO KnOw MORE ABOUT ThE wORK ThAT MY CLUB IS dOIng In ThE COMMUnITY

18

COMMUNITY

19

BENEFITS OF NEW ACADEMY PLANS

The new City Football Academy (CFA) will expand the first team and youth training facilities and bring them together on a single site
CFA development plans

Economic and social benefits of CFA plans

net full time equivalent CFA jobs

90
%
MILES

UP TO

5 1j2BS O
3m
contribution to new community facilities (Sixth Form Academy, Sports Science Institute and Sports Facility)

also created in community facilities on the Etihad Campus

60
7,000
12
youth development pitches capacity stadium for youth matches and community use

Up to 70%
of jobs available to local people

of local people employed during remediation process drawn from the long-term unemployment register

of brownfield site being converted

UP TO 400 yOUng Players in new academy

Environmental benefits of CFA plans

4
players to be offered accommodation in the Academy of land dedicated to the construction of new community facilities first team football pitches

56,000

2,000
BREEAM

ALMOST

trees and native hedgerows being planted Increased efficiency buildings being developed to achieve BREEAM excellent rating

SAVED IN ROAD TRAVEL

20

COMMUNITY

21

DELIVERING OFF THE PITCH

Manchester Citys revenues exceeded 200 million for the first time in the Clubs history whilst losses were reduced by 50% year-on-year
Growth in MCFC revenues, Million
COMMERCIAL BROADCAST MATCHDAY

MCFC net losses for last two seasons, Million

50% reduction in net losses in the 2011-12 season

2010-11

2011-12

-98

Source: Manchester City

-197

231.1
112.1

Results from Manchester City 2011-12 Employee Satisfaction Survey:

125.1
46.7

153.2
57.8 88.2

97
30.9
2011-12

% % 82
of staff agree that MCFC is a welcoming place for staff regardless of age, race, sexual orientation, disability or gender

92
of staff believe that MCFC is actively involved with the local community

87.0
18.0 48.3 68.8 54.0

of MCFC staff are proud to work at the Club

20.8
2008-9 2009-10

24.4
2010-11

26.6

Source: Manchester City. Rounding differences may occur

22

COMMERCIAL & OPERATIONS

23

EXPANDING THE GLOBAL FAN BASE

CITY SOCCER In ThE COMMUnITY FACILITIES PARTICIPATIOn In EUROPEAn COMPETITIOn

ITALY
Naples

GERmANY
Munich

SPAIN
Vila-real

PORTUGAL
Porto

PORTUGAL
Lisbon

USA
Los Angeles
CANADA SWEDEN RUSSIA

USA
Miami
USA

PRE-SEASOn SUMMER TOUR 2011-12

IRELAND

UK

GERMANY

POLAND

FRANCE ITALY PORTUGAL BOSNIA & HERZEGOVINA

SPAIN

TURKEY CHINA LEBANON

CANADA USA
New York

IRELAND
Dublin
EGYPT

S KOREA JAPAN

Vancouver
MEXICO

UAE INDIA

USA

USA
Los Angeles

NIGERIA

Map key: Fan interest in MCFC

More than 1M FanS VerY IntereSteD More than 500,000 visits to Mcfc.co.uk Both
(More than 1M fans & 500,000 visits to Mcfc.co.uk)
Mexico, Brazil, Nigeria, India, Russia, China, Indonesia, Argentina, UK, Poland, Turkey, Egypt, South Africa, S Korea, Japan, Thailand. Sweden, Bosnia and Herzegovina, Ireland, Canada.

San Francisco
BRAZIL,

MCFC SChOOLS OF FOOTBALL

THAILAND

MALAYSIA

INDONESIA

UAE
Abu Dhabi

PRE-SEASOn SUMMER TOUR 2012-13

AUSTRALIA

ARGENTINA

SOUTH AFRICA

LEBANON
USA, Australia, Italy, Germany, Spain, France, Malaysia

CHINA
Beijing

mALAYSIA
Kuala Lumpur

24

COMMERCIAL & OPERATIONS

25

AWARD WINNING PERFORMANCES BY MCFC

WINNER! WINNER! WINNER!
Silver Award, MCFC Official website, Lovies, 2011 (november 2011) Winner, Sport Website of the Year, Sport Industry Awards, 2012 (May 2012) Bronze Award, Best Online Campaign for MCFC Fan Cam, Roses Creative Awards, 2012 (May 2012)
WINNER

SILVER

BRONZE

Barclays Premier League (2011-12 season)

Barclays Player of the Season (Barclays Premier League) for Vincent Kompany (May 2012)

Under-18s, Al Ain International Juniors Championship (Abu dhabi)

Team of the Year, MBNA Northern Sports Awards, 2011 (july 2011) WINNER Under-12 category, Barclays Premier League Futsal Finals (February 2012)
VINCENT KOMPANY

Community Scheme Project of the Year for City in the Communitys Strike A Balance, MBNA Northwest Football Awards, 2011 (November 2011)
YAYA TOURE

Media Choice Award, Stadium Experience Official Football Hospitality Awards, 2012 (voted for by national press and reporters attending matches)(May 2012) Silver, Conference & Events Sales & Marketing Award, Stadium Experience Official Football hospitality Awards, 2012 (May 2012) Winner, Customer Experience Award for City Square / Etihad Stadium, Stadium Business Awards, 2012 (May 2012)

Winner, Sponsorship, Sales & Marketing Award for marketing campaigns, Stadium Business Awards, 2011(june 2011)

SILVER

MCFC Official iPhone app, Lovies, 2011 (November 2011)

JOE HART

DAVID SILVA

winner, Professional Football Training ground Team of the Year, IOg Industry Awards 2011 (december 2011) winner, Professional Sports grounds Management Team of the Year, IOg Industry Awards 2011 (december 2011)

Four players included in Professional Footballers Association (PFA) Team of the Year 2012 for the Barclays Premier League, more than any other Club (April 2012)

26

AWARDS

27

mANCheSTeR CITy FOOTBALL CLuB eTIhAD STADIum eTIhAD CAmPuS mANCheSTeR m11 3FF www.mCFC.CO.uk