In what might be a pointer for part of the new plans underway for the A-League, Manchester City has built on its presence in esports with an 'innovative partnership' with US esports and entertainment organisation FaZe Clan.
The collaboration aims to create new experiences for fans of both football and esports, with the two parties seeking to bring the respective audiences together in new ways. The announcement formalises the partnership between City and FaZe Clan after they previously linked up to create bespoke YouTube content together.
Football Today understands that YouTube figures prominently in the marketing plans for the A-League with a proposal to allow YouTube highlights videos embedded into organic search results.
The focus on YouTube and esports is based on what is seen as being the key demographic for improving interest in the A-League – Gen Z, born after 1996. Data shows that more than 50% of young people aged 23 and under spend an average of three hours daily on video channels, including YouTube.
Likewise, esports is seen as being a means of increasing interest in younger people and having a broader 'content offering' with almost 11 million Australians estimated to play video games, with a further 2.2 million watching.
City Football Group's new partner, FaZe Clan, has more than 214 millioni global fans and 500 million monthly views of its content. The new American partnership will see FaZe and CFG collaborate to create content with talent and players, as well as hosting exclusive fans events in the US and around the world.
FaZe and City will also bring their FIFA players together in a shared training facility and launch limited edition, co-branded retail products that fans can acquire.
Nuria Tarre, chief marketing officer City Football Group, said: “Esports is the world’s fastest-growing spectator sport and this collaboration with FaZe Clan marks the start of an exciting new chapter in Manchester City’s esports journey.
“We recognise that fans want to celebrate their love for football across many aspects of their lives, including fashion, music and gaming, to create a culture that goes beyond what happens on the pitch.”
Lee Trink, FaZe Clan chief executive, added: “This alliance with Manchester City creates a powerful opportunity to join our collective fan base and cultures on and off the field. FaZe Clan will continue to push the boundaries of gaming and esports by engaging our fans with experiences that are meaningful, memorable and surprising.”
The collaboration builds on Manchester City’s current esports offering through EA Sports, with a dedicated FIFA player representing the club at tournaments across the world. City was also the first Premier League club to launch a FIFA Online team in China, which will soon be joined by gamers from South Korea as the team grows across Asia.
Earlier this year, the ELeague grand final in Australia was won by Mark Brijeski representing Sydney FC who defeated Melbourne City's Marcus Gomes. Both Mark and Marcus competed in the E-Nations Cup in London on behalf of their clubs.
The opening round of the ELeague had a 16% larger audience than the average A-League attendance of 10,877 in 2018-19.