EDMAs 2021

Manchester United launches global app to engage fans

Tim Maytom

One of the biggest football clubs in the world, Manchester United has launched an official global app that aims to provide its 659m fans around the world with a real-time experience that is engaging, personalised and unified.

The new app comes as part of the club's digital transformation with HCL Technologies, which aims to turn the club into a 'digital sports enterprise'. The app is underpinned by a digital experience platform, developed with HCL, that provides the club with a single view of fans across web and app touchpoints.

HCL's digital platform integrates multiple industry standard products, services and applications into a cloud-native, auto-scalable architecture that has been configured to support more than 1bn fans. It provides Manchester United with a robust and scalable platform that integrates a number of key revenue-driving touchpoints including ticketing, eCommerce, events and experiences.

"This app will allow our 659m Manchester United followers to easily connect to the club they love, wherever they are in the world," said Richard Arnold, group managing director at Manchester United. "Fans will now have the opportunity to follow all Manchester United matches through the app with up-to-the-second notifications and updates."

Within days of launching, the app had reached number one in the Apple App Store's sports category download charts in 68 markets around the world, and was in the top 10 in a further 123 markets. The app and recently revamped club website are part of an effort to establish a sustained digital relationship between the fans and the club, leading to a more active and engaged user base.

"Our partnership with Manchester United has been one of continuous co-innovation," said Ashish Gupta, corporate vice president at HCL Technologies. "HCL's digital experience platform has driven significant business transformation combining digital product strategy and technology innovation to deliver a compelling user experience.

"Manchester United is a great example of a modern, forward-thinking global organisation that is embracing transformative solutions to realise their digital potential. We are excited to help Manchester United achieve this important milestone and look forward to many years of continued success."

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