SBD/August 29, 2012/Franchises

Manchester City Launches Fee-Based Website Aimed At Children

EPL club Manchester City has “launched a website aimed at targeting young football fans as part of a new kids' membership scheme called City Kicks,” according to Daniel Farey-Jones of MARKETING magazine. Membership to the website costs around US$32.65 per year and includes “games, competitions, match action, news updates and exclusive behind-the-scenes footage, facts and information.” Members of the site "earn City Stars, which open up the players' lockers to reveal bonus content and other rewards throughout the season." Across the site, "age-appropriate content is presented to the different age groups -- from colouring-in activity for the under-fives, to social media plug-ins for the over-13s.” There are “tips on how to become a better player,” showing members how to finish like F Sergio Agüero, tackle like CB Vincent Kompany or pass like MF David Silva (MARKETINGMAGAZINE.co.uk, 8/29).
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