MANCHESTER CITY 2011-12 AT A GLANCE
CONTENTS Football 04 Record-breaking Premier League campaign 06 Stabilisation of first team squad 07 Nurturing local talent in the Academy 08 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 Awards 26 Award winning performances by MCFC 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 Club s 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.
RECORD-BREAKING PREMIER LEAGUE CAMPAIGN MCFC won the Premier League title in 2011-12 with the Club s 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 28 LOST Consecutive home wins A new Premier League record 20 more goals than MCFC s previous best in the Premier League * End of season tables prior to 1981-82 recalculated to award three points for a win Unprecedented interest in the 2011-12 title campaign 93 GOALS POINTS An all time club record in the top league* 18 15 2008-9 2009-10, Opta 21 2010-11 2011-12 18 2008-9 7 2009-10 9 2010-11 5 2011-12 4.0 m 1 m + UK TV viewers for City-United derby at the Etihad Stadium, the highest-rating sporting event in Sky s history 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% 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 04 FOOTBALL 05
STABILISATION OF FIRST TEAM SQUAD MCFC bought fewer players than they sold in 2011-12, following a steady reduction in player signings since 2008-9 NURTURING LOCAL TALENT IN THE ACADEMY 77% of players in MCFC s Football Academy are drawn from the local area Geographical split of Academy players in 2011-12 season First team player activity, 2008-09 to 2011-12 Players 12 10 8 6 4 2 0 11 9 2008-09 2009-10 2010-11 2011-12 PLAYERS SIGNED 10 7 PLAYERS SOLD 7 5 8 6 23% OTHER 33% GREATER MANCHESTER 44% MANCHESTER 06 FOOTBALL 07
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 expenditure on the Academy full time staff, with a full-time coach for each age group Weekly coaching hours for each age group in Academy 8 1/4 8 1/4 8 1/4 11 1/4 11 1/4 Improved academic performance from Academy students attendance at St Bede s College Under 9 s Under 10 s Under 11 s Under 12 s Under 13 s 12 12 12 14 Under 14 s Under 15 s Under 16 s Under 18 s 2011-12 season To be added in 2012-13 season of MCFC scholars at St Bede s were reported to have improved in one or more subjects of MCFC scholars at St Bede s 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 69 % MANCHESTER CITY FANS 37 % AVERAGE FOR FANS OF ALL PREMIER LEAGUE CLUBS 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 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 1 st 1 st 1 st 1 st 1 st 1 st 1 st 1 st 2 ND 2 ND 2 ND 2 ND 3 3 RD 3RD 3RD 3RD RD RD 3 Number 1 s included 82% 53% 1st 1st 1st MANCHESTER CITY FANS AVERAGE FOR FANS OF ALL PREMIER LEAGUE CLUBS Best Premier League club for how welcome you are made to feel when arriving at the ground Best Premier League facilities for fans to bring children BEST TICKET PRICE CONCESSIONS FOR CHILDREN, STUDENTS AND RETIRED PEOPLE IN THE PREMIER LEAGUE Source: Premier League Match Attender Survey 2011-12 Source: Premier League Match Attender Survey 2011-12 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 97% of MCFC fans feel strongly positive towards the Club Source: Premier League Match Attender Survey 2011-12 Proportion of fans responding to Premier League survey who said they feel very positive towards their Club 97% MANCHESTER CITY FANS 50% AVERAGE FOR FANS OF ALL PREMIER LEAGUE CLUBS Cheapest & most expensive adult seasoncard prices in 2011-12 season: Manchester City vs Top 10 Premier League Clubs Cheapest 250 319 985 499 605 1955 Manchester City Cheapest other club Most expensive other club Most expensive Cheapest other club Manchester City Most expensive other club 84% of MCFC fans agreed that the Club was delivering on the City Promise in 2011-12 2012 Fan Surveys 30,000 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 82% 83% We take pride in ourselves and our surroundings 85% your safety is our priority 88% responses from MCFC supporters across 5 fan surveys conducted by the Club in 2011-12 We will go the extra mile to help you We will give you a warm and friendly welcome 82% Hello 12 FANS 13
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 Source: Departamento De Internet 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 Rank CLUB points 1 Manchester City 92 2 Otelul Galati (Romania) 91 3 Arsenal 88 4 Dinamo Zagreb (Croatia) 85 5 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% Rank CLUB SPORT 1 Los Angeles Lakers Basketball 2 Manchester City Football 3 San Francisco Giants Baseball 4 New York Giants US football 5 St Louis Cardinals Baseball visits to mcfc.co.uk Twitter followers by May 2012 increase in video views on mcfc.co.uk in 2011-12 video views on the MCFC YouTube channel in 2011-12 Facebook Likes by May 2012 Sport Website of the Year, Sport Industry Awards 2012 Source: activ8social.com/2012/06/07/top-20-teams-in-social-media (June 2012) Source: Google Analytics, Twitter, Facebook 14 FANS 15
EXTENDING ROOTS IN THE LOCAL COMMUNITY City in the Community s 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 schools work in partnership with CITC across five local boroughs 2010-11 increase in amount raised compared to 2010-11 City in the Community: breakdown of participation by kind of activity in 2011-12 (percentage of total hours of participation) 17% 15% MCFC was one of four clubs selected from 400+ entries from 100+ countries for the Beyond Sport Sport Team of the Year Award 2011 FOOTBALL & Multisport 16% MANAGEMENT & ADMIN 2% Volunteers COMMUNITY COHESION SKILLS & ENTERPRISE 33% 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 17
RAISING PROFILE OF COMMUNITY ACTIVITIES WITH FANS 86% of MCFC fans believe the Club s 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% 82% Premier League Match Attender Survey 2011-12 MANCHESTER CITY PREMIER LEAGUE AVERAGE 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 1 st I am aware of community initiatives run by my club 1 st When ranked alongside everything that my club does on and off the pitch, community initiatives are very important to me 1 st 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% 61% 1 st 1 st 2 nd MANCHESTER CITY Premier League Match Attender Survey 2011-12 PREMIER LEAGUE AVERAGE I am proud of the work that my club does in the community My club is good at telling fans about the work that it is doing in the community I d 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 Economic and social benefits of CFA plans 90 net full time equivalent CFA jobs UP TO 125 jobs also created in community facilities on the Etihad Campus 60 % CFA development plans of brownfield site being converted players to be offered accommodation in the Academy 7,000 capacity stadium for youth matches and community use youth development pitches UP TO 400 young players in new Academy of land dedicated to the construction of new community facilities 12 4 first team football pitches of local people employed during remediation process drawn from the long-term unemployment register Environmental benefits of CFA plans 56,000 miles SAVED IN ROAD TRAVEL Up to 70% of jobs available to local people 2,000 ALMOST BREEAM 3m contribution to new community facilities (Sixth Form Academy, Sports Science Institute and Sports Facility) trees and native hedgerows being planted Increased efficiency buildings being developed to achieve BREEAM excellent rating 20 COMMUNITY 21
Delivering off the pitch Manchester City s revenues exceeded 200 million for the first time in the Club s history whilst losses were reduced by 50% year-on-year MCFC net losses for last two seasons, Million 50% reduction in net losses in the 2011-12 season 2010-11 2011-12 -98-197 Growth in MCFC revenues, Million 231.1 Results from Manchester City 2011-12 Employee Satisfaction Survey: Commercial BROADCAST MATCHDAY 125.1 153.2 57.8 112.1 97 % 82 % 92 % 46.7 87.0 18.0 48.3 54.0 68.8 88.2 of MCFC staff are proud to work at the Club of staff agree that MCFC is a welcoming place for staff regardless of age, race, sexual orientation, disability or gender of staff believe that MCFC is actively involved with the local community 20.8 24.4 26.6 30.9 2008-9 2009-10 2010-11 2011-12. 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 USA Miami USA Pre-season summer tour 2011-12 IRELAND UK FRANCE SWEDEN GERMANY ITALY POLAND BOSNIA & HERZEGOVINA RUSSIA USA New York Map key: Fan interest in MCFC MEXICO CANADA Vancouver USA San Francisco Ireland Dublin USA Los Angeles PORTUGAL SPAIN NIGERIA EGYPT TURKEY LEBANON UAE MCFC SCHOOLS OF FOOTBALL INDIA CHINA THAILAND MALAYSIA S KOREA INDONESIA JAPAN More than 1m FANS VERY INTERESTED Mexico, Brazil, Nigeria, India, Russia, China, Indonesia, Argentina, UK, Poland, Turkey, Egypt, South Africa, S Korea, Japan, Thailand. BRAZIL, UAE Abu Dhabi Pre-season summer tour 2012-13 More than 500,000 visits to mcfc.co.uk Both (More than 1m fans & 500,000 visits to mcfc.co.uk) Sweden, Bosnia and Herzegovina, Ireland, Canada. USA, Australia, Italy, Germany, Spain, France, Malaysia ARGENTINA SOUTH AFRICA LEBANON CHINA Beijing MALAYSIA Kuala Lumpur AUSTRALIA 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) BRONZE WINNER SILVER Barclays Premier League (2011-12 season) Team of the Year, MBNA Northern Sports Awards, 2011 (July 2011) WINNER Under-12 category, Barclays Premier League Futsal Finals (February 2012) JOE HART VINCENT KOMPANY Barclays Player of the Season (Barclays Premier League) for Vincent Kompany (May 2012) DAVID SILVA Under-18s, Al Ain International Juniors Championship (Abu Dhabi) Community Scheme Project of the Year for City in the Community s Strike A Balance, MBNA Northwest Football Awards, 2011 (November 2011) Yaya Toure 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) 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) 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) 26 AWARDS 27
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