Manchester City and VTEX Join Forces to Transform Global Fan Commerce
Manchester City has entered a new era of digital innovation by partnering with VTEX, a global digital commerce platform, to streamline and enhance its global fan shopping experience. With VTEX’s composable commerce technology, City aims to deliver a more intuitive, seamless, and fan-centric digital retail experience, whether online or via mobile devices.
The collaboration is designed to simplify how fans interact with the club’s merchandise platform — making it easier than ever to buy official gear, exclusive drops, and City experiences. The move is in line with a growing football trend: transitioning traditional in-store transactions to modern, tech-driven e-commerce ecosystems that serve global audiences.
Greg Swimer: “This Will Strengthen Our Global Commerce Operation”
City Football Group’s Chief Technology Officer Greg Swimer highlighted the importance of the deal:
“We are proud to partner with VTEX as we further strengthen our position through implementing leading technology. We are looking forward to harnessing VTEX’s cutting-edge technologies as we further integrate fans’ commerce experiences and bring new possibilities to our global commerce operation.”
With a vast international fanbase, Manchester City’s ambition to connect more meaningfully with its supporters around the world demands a flexible, scalable digital infrastructure — and VTEX provides just that.
VTEX to Boost Visibility at Etihad Stadium and Beyond
As part of the agreement, VTEX will enjoy brand exposure across Manchester City’s digital platforms and within the Etihad Stadium, including in-stadium advertising. This is a strategic win for VTEX as it continues to build visibility among global sports audiences.
Santiago Naranjo, Chief Revenue Officer at VTEX, emphasized the broader impact of the partnership:
“Our partnership with Manchester City marks a turning point in how sports teams connect with their global community through seamless, unified commerce that offers multiple opportunities for fan engagement.”
Digital Transformation in Football Commerce
The Manchester City-VTEX partnership reflects a larger transformation in the football industry — where digital engagement and online retail experiences now define club-fan relationships. With in-person stadium shopping declining and international fans unable to attend matches regularly, e-commerce is becoming the backbone of fan connection.
By modernizing its digital storefront and checkout experience, City is not just selling more products — it’s enhancing how fans interact emotionally and financially with the club.
Conclusion: A Win for Digital Football Commerce
Manchester City’s collaboration with VTEX is a strategic leap into the future of sports retail, prioritizing convenience, connection, and innovation. As more clubs adopt digital-first approaches to fan engagement, VTEX’s cutting-edge commerce solutions will play a key role in shaping the future of how supporters around the world experience their favorite teams.
