More people than ever before engaged with us through digital and broadcast platforms in this second consecutive record-breaking season. Our media strategy was designed to capitalise on those on-field successes, with content created and distributed to suit specific audiences in a targeted way.
We executed new creative content campaigns around major matches like the Manchester Derby and the Carabao and Continental Cup-winning weekends, and for the title run-in we set out to ‘paint the internet blue’ by going outside of our own media channels to distribute our content.
This meant working closely with broadcasters; taking a fresh approach to paid media, influencers, esports and syndication; and engaging with cultural moments like the final season of the ‘Game of Thrones’ TV series and the launch of the ‘Avengers: Endgame’ movie.
There was significant uplift across our platforms, most notably Instagram, but also in our broadcast figures, where we now have the third biggest international TV audience for the Premier League. Our global audience for live Premier League games was up by 15%.
In our efforts to continually try to better serve our different audiences, we teamed up with Copa 90 to conduct an in-depth international research study designed to gain a better understanding of the audience for women's football. The report identified the global commonalities and the regional nuances in the introduction, behaviours, emotions and attitudes of fans around the world.
We celebrated the launch of our new over-the-top (OTT) platform, Man City for TV, with the release of an exclusive City TV documentary, ‘Fight ‘til the end’, documenting the nail-biting climax of the last 30 days of the 2018-19 season.
Our initiative to inspire the next generation of female footballers, #SameGoals, returned for a second season, where we once again delivered footballs to every girl who sent us a video of themselves scoring or saving a goal. Fresh for 2019, we also hosted a series of Football Festivals in Manchester, the US, Abu Dhabi and China.
Manchester City’s FIFA 19 and FIFA Online 4 teams have made great progress this season, although it is our sister-club NYCFC’s esports player who has the most to celebrate, receiving the $100,000 prize for winning the inaugural eChampions League in Madrid the day before the UEFA Champions League final.