Manchester City

The brief:

Create a world-beating entertainment website.

Poke’s answer:

A site where everything revolves around the experience you want as a passionate football fan, whether you’re in Manchester, Miami or Malaysia.

Nitty gritty

We dropped the traditional subscription model along with all format advertising, placed video up front and made it free to all visitors. The ticketing experience was completely redesigned, showing buyers not only where they’d be seated but the view they’d enjoy too. And to optimise cross-selling opportunities, we integrated the shopping experience across ticketing and the online store.

Facebook, Twitter and fan forums were integrated into the site so content could bleed organically into other online conversations. And we built an ambitious, real-time Match Day Centre – bursting with live data, statistics, fixtures and match reports – just to make sure we over-delivered.

Visit the site: mcfc.co.uk


  • Passionate fan approval, even from rival Manchester United fans who praised the new City site as the best in the world.
  • Creating a football site that raised the bar.
  • Picking up a few nice awards along the way.

What happened

The ‘Match Day Centre’ alone enjoys a larger audience than even the City of Manchester Stadium during a game.

Their YouTube Channel now averages over 8 million video views a month (Feb 13).

750k Twitter Followers and top of the #TwitterLeagueTable in January (Mar 13)

4.8 million Facebook ‘fans’ – and growing - from a standing start (Mar 13, in the top 20 sports teams worldwide)

MCFC was rated the best football team in the world in social media utilisation, second behind the LA Lakers (Jun 2012)


  • Econsultancy Innovation Awards
    Econsultancy Innovation Awards

    Winner ‘Innovation in Web Content Management’ 2009

  • Sitecore Awards
    Sitecore Awards

    Winner ‘Site of the Year’ 2009

  • Golden Twits Awards
    Golden Twits Awards

    Winner ‘'Public Vote' Best Twitter Channel’ 2009

  • .net Magazine Awards
    .net Magazine Awards

    Runner-up ‘Redesign of the Year’ 2009


Manchester City: Team site

Creativity Online

Poke v MCFC

Creative Review