English football team, Manchester United, has teamed up with IT services company, HCL Technologies, to co-create new digital initiatives to engage with the Club’s 659 million global followers.
The initiative is to kick off with the creation of a United Xperience Lab to be housed within the Old Trafford stadium, marking the seventh Xperience lab to be established across the world.
Manchester United group managing director, Richard Arnold, said the partnership looks to drive fan engagement through digital transformation.
“The Xperience lab looks to generate new ideas that leverage the latest technology available in the evolving digital landscape.Together with HCL we aim to develop innovative ways to connect with our fans around the world and hope to change the way in which our fans experience and interact with Manchester United,” he said.
HCL Technologies chief executive and president, Anant Gupta, said the partnership will enable HCL to create and manage these digital assets at a scale which will make it a prototype for digital co-innovation across multiple industries globally.
“With enterprises facing an explosion of digital content and experience interfaces there is a growing need for a partner who can orchestrate these value chains and harness them for business benefits,” Gupta added.