According to data compiled by Nielsen and analyzed by sports media analyst Larry Johnson, Manchester City were the most-watched English football team across all competitions in the U.S. during 2023, drawing an impressive cumulative viewership of 36.9 million. Only Club América from Mexico’s Liga MX surpassed them. For perspective, Manchester United — a club long considered the gold standard in global fanbases — recorded a total viewership of 13.4 million, placing them behind several Premier League rivals including Tottenham, Newcastle, Chelsea, Arsenal, and Liverpool.
The report, originally published by The Athletic, highlights a defining truth of modern football: global fandom is no longer inherited, it is earned — match by match, screen by screen, and moment by moment.
What Propelled Manchester City to the Top?
1. Winning Matters, But It’s Not the Whole Story
City’s treble-winning 2023 season helped elevate their presence, especially their Champions League triumph — streamed in the U.S. by CBS and watched by over 2 million Americans. Success on the pitch remains a key driver, but City’s rise is not simply about silverware.
2. Media Savvy and Cross-Cultural Integration
Appearances in mainstream American entertainment, such as Pep Guardiola’s cameo in Ted Lasso, and collaborations with brands like Apple TV, are deliberate efforts to move beyond traditional sports marketing. The message: Manchester City is not just a football club, but a cultural experience.
3. Touchpoints Across the Atlantic
City Football Group’s ownership of MLS side New York City FC gives them a direct line into the American soccer ecosystem — a distinct advantage over other Premier League rivals. With boots on the ground in New York handling marketing and sponsorship efforts, City understands the U.S. fan psyche better than most.
4. Timing Is Everything
City’s matches frequently fall into the Saturday 5:30 p.m. GMT kickoff slot, aligning perfectly with U.S. viewing habits (lunchtime on the East Coast and morning on the West Coast). It’s a broadcast window NBC often prioritizes, driving higher ratings.
Building Brand Affinity: A Multi-Tiered Approach
- Retail revenue in the U.S. surged 129% during the 2022-23 season.
- YouTube views increased 152% in the same period.
- According to YouGov, City ranked No. 1 in terms of fan satisfaction among American fans aged 18–40.
City has shifted its positioning from being “just” a football team to a sports entertainment brand — a strategy underscored by CFG’s Chief Marketing Officer, Nuria Tarre. The aim? To be accessible, omnipresent, and emotionally relevant, especially to the under-35 demographic, which now constitutes over 70% of their U.S. fanbase.
What Clubs Can Learn from Manchester City’s U.S. Strategy?
At 365247 Media, we work with sports organizations across the globe to decode and apply best-in-class fan engagement models. Here’s what the Manchester City case study reveals:
1. Localization Is Critical
Transplanting your brand into new markets isn’t enough. You need boots-on-the-ground representation and culturally resonant content to drive relevance.
2. Omnichannel Touchpoints Win
From pre-season tours to scripted entertainment cameos, City understands that sports fandom is nonlinear. Fans may engage first via YouTube, then Instagram, then matchday — and the funnel must be optimized at every stage.
3. Success Alone Isn’t Sticky
Titles might attract attention, but sustained loyalty is built through access, story, and identity. City’s presence in America is framed by both excellence and inclusivity.
4. Content Timing and Broadcast Alignment
Understanding when your audience is watching is as important as knowing what they’re watching. Clubs must work with broadcasters and leagues to ensure prime visibility.
Manchester City’s American ascent is more than a viewership stat — it’s a blueprint. They are rewriting what it means to build global relevance, and in doing so, they’re setting new standards for media strategy, fan engagement, and cultural crossover in sport.
Their story shows us that in today’s world, being good is not enough — you need to be seen, shared, and felt across cultures and platforms.
Work With Us
Are you a club, league, or federation looking to unlock growth in key global markets?
At 365247 Media, we help sports brands:
- Enter new territories with precision
- Build sustainable fan pipelines
- Align broadcast strategy with cultural positioning
- Create media campaigns that convert
Let’s talk.
Reach out to explore how we can help you turn international audiences into loyal communities.
SOURCE: The Athletic
IMAGE: Getty Images
