Manchester City in the Premier League first after a breakthrough deal was confirmed

Manchester City have created a Premier League first by signing a ground-breaking multi-year deal with a new commercial partner.

As part of plans to improve fan engagement at both the club’s Etihad Stadium and the Joie Stadium, home to Manchester City Women, the club has partnered with Manchester-based firm Piing, with the company set to become City’s and indeed , the Premier League’s first official crowd gaming provider.

In a deal that will bring his matchday experience to crowds, Piing has grown his relationship with the club, working with City at various levels for more than a year.

Under the multi-year deal, supporters at the Etihad Stadium and Joie Stadium will be able to take part in pre-match and half-time Piing games, with the deal aimed at supporting fan engagement for Manchester City. The aim is to give fans the chance to test their penalty kick skills with Pen-Kick on the big screens and show off their football knowledge with Quiziz. Both matches are Piing fan favorites and have been played in stadiums around the world, with Piing also having deals with the likes of Charlotte FC in the MLS.

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Gareth Langley, CEO of Piing, said: “This collaboration marks a huge step for the Piing brand and brings us back to a team where we have some deep connections and long-standing friendships.

“We’re on a mission to engage fans at the biggest events on Earth, so we’re looking forward to big crowds at the men’s and women’s matches at Etihad Stadium and Thursday getting their hands on our games.”

Manchester City played a role in the origins of Piing, which entered the Manchester City Startup Challenge when the club was looking for ways to improve fan engagement.

“We’re thinking about the value of stadium-wide digital activations that all fans could interact with. That’s when we saw the global opportunity of how Piing can change the way brands engage with fans at sporting and live events around the world,” explained Langley.

“It’s great to come full circle and cement that relationship with the club where it all started.”

In addition to the games on the big screen, fans will be able to play Piing in the fan zones, hospitality areas and the Manchester City Blue Carpet experience. Pining games can be played at Manchester City by anyone with a smartphone. Fans will scan the QR code on the big screens to join the game without downloading an app.

Speaking at the conclusion at SportsPro Live in New York earlier this year, Langley explained the growth potential of technology for the live sporting event.

“We believe the future of fan engagement and brand activation is mass participation,” said Langley.

“By the end of the decade, fans at every major event on Earth, from the Super Bowl to Taylor Swift concerts, will be whipping out their devices to take part in massive digital activations with anyone else in the arena.

“Home fans can also participate, which creates a fantastic channel for brands and partners to connect directly with 50,000 people in a stadium and at home.”