City Football Group's chief commercial officer Tom Glick shares insights on its sports model

SINGAPORE - The key to worldwide fan engagement can be broken down into five areas, according to City Football Group's (CFG) chief commercial officer Tom Glick.

CFG's four football clubs are English Premier League giants Manchester City, US Major League Soccer side New York City, A-League side Melbourne City of Australia and J-League team Yokohama F. Marinos of Japan.

The American was in town as a speaker in the Millennial 20/20 Summit at the ArtScience Museum on Wednesday (Sept 7) and shared with the summit delegates CFG's insights on its innovative sports model which serves its four clubs.

The five areas of fan engagement are: support through smartphone, sense of belonging, discovering the sport, requirement for social good and following multiple clubs.

Glick said: "To understand the modern football fan in this day and age, we have to think about how to distribute content around the world to engage these fans.

"In particular, these five areas are key because they're the most relevant to football fans today - compared to those from 10 or 20 years ago."

CFG is wholly owned by Abu Dhabi United Group (ADUG). ADUG is an investment and development company privately owned by United Arab Emirates oil giant Sheikh Mansour.

The Group's headquarters are in Manchester and it has offices in Abu Dhabi, London, New York, Melbourne, Singapore and Tokyo.