By Kieran Maguire

20th Sep, 2022 | 4:59pm

Kieran Maguire: Man City 'ahead of the curve' as deluge of sales on the cards

Man City are “ahead of the curve” when it comes to engaging with a new generation of fans – and they can expect to see a deluge of merchandise sales off the back of their approach.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the results of a new survey from the European Club Association.

The ECA released their Future of Fandom report, which analyses new trends among younger football supporters, last Wednesday (14 September).

They consulted 4,000 supporters and found that the majority in the 18-24 bracket engage with football content via TikTok and YouTube.

City have become one of the most followed teams in world football in recent years, with 4.9m YouTube subscribers and a further 9.4m on TikTok.

They were also one of the game’s biggest commercial revenue generators in 2020-21, the last financial year on record, with £271.7million of income from sponsorship and merchandising.

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Maguire predicts that figure will only rise if City continue to market to a younger audience via new online mediums.

“More engagement ultimately means more merchandise and tickets sold in the long run,” he told Football Insider’s Adam Williams.

“We are seeing clubs focus increasingly on interactions with players that take place outside the matchday environment, for example.

“That ties in with Generation X consuming football content in smaller servings.

“We know the most advanced clubs, and I include City in this, are ahead of the curve in this department. They are well placed to capitalise.

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