Man City partnered with a Chinese humanoid robotics firm, Ubtech Robotics, "in a new sponsorship agreement which the club promises will use pioneering technology" to revolutionize fans’ experience both in-stadium and online, according to Tony Connelly of THE DRUM. The new global partnership "will include a suite of co-branded Ubtech products that will feature in behind the scenes content" across Man City’s digital channels, at selected home fixtures throughout the season and as part of exclusive fan competitions. Bringing Ubtech on board as a sponsor is a continuation of Man City’s marketing strategy "which has been among the most digitally progressive in the Premier League" from live VR streams of matches to apps connected to stadium cameras allowing fans to take selfies (THE DRUM, 9/14). Ubtech is the first company in China to design and manufacture humanoid robots. City Football Group CCO Tom Glick said, "Together, we can reinvent the fan experience both at the Etihad Stadium and online by using pioneering technology and putting fans at the heart of the partnership" (Man City). In Manchester, John Scheerhout reported "if all goes well, the club hopes to develop the use of the robots in other ways" including selling "City" robots. With "traditional footie food re-invented by celebrity chef Jamie Oliver and pre-match entertainment provided at City Square," the whole matchday experience at the Etihad is already years ahead of ManU and other rivals. Ubtech has already created a kit "where people can build their own machine" called "Jimu Robot" and "Alpha 1 Robot" which can demonstrate yoga, do exercise and "even sing songs" (MANCHESTER EVENING NEWS, 9/14).
