MANCHESTER CITY 2011-12 AT A GLANCE

MANCHESTER CITY
2011-12
AT A GLANCE

CONTENTS
Football
04 Record-breaking Premier League campaign
06 Stabilisation of first team squad
07 Nurturing local talent in the Academy
08 Integration of coaching and education in the Academy
Fans
10 A great matchday experience for all the family
12 In tune with the local fan base
14 World class social media engagement with our fans
Community
16 Extending roots in the local community
18 Raising profile of community activities with fans
20 Benefits of new Academy plans
Commercial & Operations
22 Delivering off the pitch
24 Expanding the global fan base
Awards
26 Award winning performances by MCFC
With their first top flight title
in 44 years, the 2011-12 season was
a historic one for Manchester City.
But the Premier League trophy
tells only part of the story.
It is just one of many indicators
of progress towards the Club’s
long-term ambition – set out by
Sheikh Mansour bin Zayed in 2008
– to establish a more successful,
sustainable and internationally
competitive football club that
remains at the heart of its community.

RECORD-BREAKING PREMIER LEAGUE CAMPAIGN
MCFC won the Premier League
title in 2011-12 with the Club’s
highest ever tally of games won,
and lowest ever tally of games
lost, in top flight football 20 more goals than
Premier League games won and lost in the last four seasons
WON LOST
15
2008-9
18
2009-10
Source: Manchester City, Opta
21
2010-11
28
2011-12
18
2008-9
7
2009-10
9
2010-11
5
2011-12
CONSeCuTIve
hOme wINS
A new Premier
League record
93 GOALS
MCFC’s previous best
in the Premier League
* End of season tables prior to 1981-82 recalculated to award three points for a win
Unprecedented interest in the 2011-12 title campaign
4.0 m
1 m +
UK TV viewers for
City-United derby at
the Etihad Stadium,
the highest-rating
sporting event
in Sky’s history
US TV viewers for
City-United derby at
the Etihad Stadium,
the highest ever
live cable TV
audience in the
US for a Premier
League game
65%
POINTS
An all time club record
in the top league*
Live commentary
teams onsite from
overseas broadcasters
for City-QPR on the
last day of the season –
the highest recorded
figure for a Premier
League game
Increase in total
UK TV viewing of
live Premier League
games involving
MCFC compared to
previous season
04 FOOTBALL 05

STABILISATION OF FIRST TEAM SQUAD NURTURING LOCAL TALENT IN THE ACADEMY
MCFC bought fewer players than
they sold in 2011-12, following a
steady reduction in player signings
since 2008-9
First team player activity, 2008-09 to 2011-12
Players
12
10
8
6
4
2
0
11
9
10
2008-09 2009-10 2010-11
2011-12
PLAYERS SIGNED PLAYERS SOLD
7
7
5
Source: Manchester City Source: Manchester City
8
6
77% of players in MCFC’s
Football Academy are drawn
from the local area
Geographical split of Academy players in 2011-12 season
23%
OTHER
33%
GREATER
MANCHESTER
44%
MANCHESTER
06 FOOTBALL 07

INTEGRATION OF COACHING AND EDUCATION IN THE ACADEMY
The Academy provided almost
1,600 player-hours of coaching
per week in 2011-12
Weekly coaching hours for each age group in Academy
8 1/4 8 1/4 8 1/4
UndER 9S UndER 12S UndER 11S UndER 10S 12
12 12
11 1/4
UndER 15S UndER 16S UndER 14S UndER 18S 2011-12 season To be added in 2012 - 13 season
Source: Manchester City
14
11 1/4
UndER 13 S
Academy stats for 2011-12
Improved academic performance from Academy students’ attendance at St Bede’s College
of MCFC scholars at St Bede’s
were reported to have improved
in one or more subjects
players in
Academy,
from under-9s
to under-18s
expenditure
on the Academy
of MCFC scholars at St Bede’s
recorded effort grades of ‘good’
or ‘excellent’ in their subjects
increase in
number of
Academy players
compared to
previous year
full time staff,
with a full-time
coach for each
age group
08 FOOTBALL 09

A GREAT MATCHDAY EXPERIENCE FOR ALL THE FAMILY
MCFC is the most improved
Premier League Club for customer
service over the last five years
Proportion of respondents who agree with the statement:
'my Club offers better service than it did 5 years ago'
82%
MANCHESTER CITY FANS AVERAGE FOR FANS OF ALL
PREMIER LEAGUE CLUBS
Source: Premier League Match Attender Survey 2011-12
53%
MCFC is the most improved Premier League Club for child-care facilities
and a more child-friendly environment over the last five years
Number 1 s included
10 FANS 11
69 %
MCFC was rated in the top 3 for
18 out of 32 statements surveyed
by the Premier League in its latest
national fan survey
Source: Premier League Match Attender Survey 2011-12
37 %
MANCHESTER CITY FANS AVERAGE FOR FANS OF ALL
PREMIER LEAGUE CLUBS
1 ST
1 ST 1 ST 1 ST 1 ST
2 ND 2 ND 2 ND 2 ND
3 RD
3 RD
Proportion of fans responding
to Premier League survey
who agreed with the following
statement about the Club that
they support: ‘my Club provides
better childcare facilities and
a more child-friendly environment
in the ground than it did five
years ago’
1st 1st
1st
BEST PREMIER LEAGUE CLUB
FOR HOW WELCOME YOU ARE
MADE TO FEEL WHEN ARRIVING
AT THE GROUND
BEST PREMIER LEAGUE
FACILITIES FOR FANS TO
BRING CHILDREN
3 RD
1 ST 1 ST 1 ST
3 RD
3 RD 3 RD
BEST TICKET PRICE
CONCESSIONS FOR CHILDREN,
STUDENTS AND RETIRED PEOPLE
IN THE PREMIER LEAGUE

IN TUNE WITH THE LOCAL FAN BASE
MCFC offered the cheapest
adult season ticket amongst
the top 10 Premier League
Clubs in 2011-12
Cheapest & most expensive adult seasoncard prices in 2011-12 season:
Manchester City vs Top 10 Premier League Clubs
£319
£ £ £
£1955
£985
£
£499 £605
£ £ CHEAPEST MOST ExPENSIVE
CHEAPEST MANCHESTER MOST ExPENSIVE
OTHER CLUB OTHER CLUB
OTHER CLUB CITY
OTHER CLUB
CHEAPEST MOST ExPENSIVE
£250
MANCHESTER
CITY
Source: Manchester City
97%
of MCFC fans feel strongly
positive towards the Club
Source: Premier League Match Attender Survey 2011-12
Source: Manchester City
84%
of MCFC fans agreed
that the Club was
delivering on the City
Promise in 2011-12
Source: Manchester City
2012 Fan Surveys
30,000
Proportion of fans responding to Premier
League survey who said they feel very positive
towards their Club
82% 83%
responses from
MCFC supporters
across 5 fan surveys
conducted by the
Club in 2011-12
12 FANS 13
85%
97%
Our five-point City Promise and the proportion
of fans who agreed we are delivering on it
“WE WANT YOU TO HAVE A GREAT
DAY AT MANCHESTER CITY”
“WE TAKE PRIDE IN OURSELVES
AND OUR SURROUNDINGS”
“YOUR SAFETY IS OUR PRIORITY”
50%
MANCHESTER CITY FANS AVERAGE FOR FANS OF ALL
PREMIER LEAGUE CLUBS
88%
“WE WILL GO THE ExTRA
MILE TO HELP YOU”
“WE WILL GIVE YOU A WARM
AND FRIENDLY WELCOME”
82%
Hello

WORLD CLASS SOCIAL MEDIA ENGAGEMENT WITH OUR FANS
MCFC was rated the best
football team in the world
in social media utilisation
Best sports teams globally as ranked by American creative market agency Activ8social
based on criteria such as team interaction with fans, promotions and originality of content
RANk CLuB SPORT
1 LOS ANgeLeS LAkeRS BASkeTBALL
2 mANCheSTeR CITy FOOTBALL
3 SAN FRANCISCO gIANTS BASeBALL
4 New yORk gIANTS uS FOOTBALL
5 ST LOuIS CARDINALS BASeBALL
MCFC was awarded the
best club website of
teams competing in
the Champions League
2011-12
Source: Departamento De Internet
visits to
mcfc.co.uk
Twitter followers
by May 2012
Source: activ8social.com/2012/06/07/top-20-teams-in-social-media (June 2012) Source: Google Analytics, Twitter, Facebook
100%
increase in video
views on mcfc.co.uk
in 2011-12
video views on
the MCFC YouTube
channel in 2011-12
Best club websites of Champions League teams
as ranked by Spanish web consultancy departamento
de Internet based on criteria such as usability,
design and quality
RANk CLuB POINTS
1 mANCheSTeR CITy 92
2 OTeLuL gALATI (ROmANIA) 91
3 ARSeNAL 88
4 DINAmO ZAgReB (CROATIA) 85
5 ShAkhTAR DONeTSk (ukRAINe) 82
Facebook ‘Likes’
by May 2012
Sport Website of the
Year, Sport Industry
Awards 2012
14 FANS 15

EXTENDING ROOTS IN THE LOCAL COMMUNITY
City in the Community’s
activities resulted in more than
42,000 hours of participation
in local projects in 2011-12
City in the Community: breakdown of participation by kind of activity in 2011-12
(percentage of total hours of participation)
17%
FOOTBALL &
MULTISPORT
16%
MANAGEMENT
& ADMIN
Source: Manchester City
2%
VOLUNTEERS
15%
COMMUNITY
COHESION
SKILLS &
ENTERPRISE
33%
17%
HEALTH &
ACTIVITY
CITC stats for 2011-12
230,000
MCFC was one of four
clubs selected from 400+
entries from 100+ countries
for the Beyond Sport
“Sport Team of the Year”
Award 2011
contacts across
all activities
schools work in
partnership with
CITC across five
local boroughs
“The Club uses the power of football to inspire and develop
an entrepreneurial mind-set amongst young people [..]
Beyond Sport is proud to have deemed this programme one of
best practice in community engagement throughout the world.”
Judges of Beyond Sport Awards
raised from
mCFC, private
funding, sponsorship
and donations
from supporters
increase in amount
raised compared
to 2010-11
16 COMMUNITY 17
2010-11

RAISING PROFILE OF COMMUNITY ACTIVITIES WITH FANS
86% of MCFC fans believe
the Club’s contribution
to the community has grown
over the last five years
Proportion of fans responding to Premier League survey who agreed
with the following statement about the club that they support:
‘My club makes a greater contribution in its community than five years ago’
86% 61%
MANCHESTER CITY PREMIER LEAGUE AVERAGE
Premier League Match Attender Survey 2011-12
97% of MCFC fans
believe the Club
makes a significant
contribution to the
local community
Premier League Match
Attender Survey 2011-12
Proportion of fans responding to Premier League
survey who agreed with the following statement about
the Club that they support: ‘My Club already makes a
significant contribution to the local community’
97% 82%
MANCHESTER CITY PREMIER LEAGUE AVERAGE
I’d LIKE TO KnOw MORE
ABOUT ThE wORK ThAT
MY CLUB IS dOIng In ThE
COMMUnITY
18 COMMUNITY 19
1 st
I AM AwARE OF
COMMUnITY InITIATIVES
RUn BY MY CLUB
1 st
I AM PROUd OF
ThE wORK ThAT MY CLUB
dOES In ThE COMMUnITY
1 st
whEn RAnKEd ALOngSIdE
EVERYThIng ThAT MY CLUB
dOES On And OFF ThE PITCh,
COMMUnITY InITIATIVES
ARE VERY IMPORTAnT TO ME
1 st
MY CLUB IS gOOd AT
TELLIng FAnS ABOUT ThE
wORK ThAT IT IS dOIng In
ThE COMMUnITY
1 st
wORK In ThE COMMUnITY
IS An IMPORTAnT PART
OF ThE CULTURE And
PhILOSOPhY OF MY CLUB
2 nd
mCFC was the leading
Premier League Club
on 5 of the 6 statements
relating to community
surveyed by the Premier
League in its latest
national fan survey

BENEFITS OF NEW ACADEMY PLANS
The new City Football Academy
(CFA) will expand the first team
and youth training facilities and
bring them together on a single site
CFA development plans
of brownfield site being converted
players to be offered
accommodation in the Academy
7,000
capacity stadium for youth
matches and community use
youth development pitches
UP TO 400 yOUng Players in new academy
of land dedicated to the construction
of new community facilities
12
4
first team
football pitches
Economic and social benefits of CFA plans
90
net full time equivalent CFA jobs
60 %
of local people employed
during remediation process
drawn from the long-term
unemployment register
Environmental benefits of CFA plans
56,000 MILES
SAVED IN ROAD TRAVEL
of jobs available
to local people
also created in community facilities
on the Etihad Campus
Up to 70% £3m
2,000
ALMOST
contribution to new
community facilities
(Sixth Form Academy,
Sports Science Institute
and Sports Facility)
trees and native
hedgerows
being planted
Increased efficiency –
buildings being developed
to achieve BREEAM
excellent rating
20 COMMUNITY 21
UP TO
125
jOBS
BREEAM ®

DELIVERING OFF THE PITCH
Manchester City’s revenues exceeded
£200 million for the first time in
the Club’s history whilst losses were
reduced by 50% year-on-year
Growth in MCFC revenues, £ Million
COMMERCIAL
BROADCAST
MATCHDAY
87.0
2008-9
18.0
48.3
20.8
125.1
2009-10
Source: Manchester City. Rounding differences may occur
46.7
54.0
24.4
153.2
2010-11
57.8
68.8
26.6
231.1
2011-12
112.1
88.2
30.9
MCFC net losses for last two seasons, £ Million
50% reduction
in net losses in the
2011-12 season
Source: Manchester City
Results from Manchester City 2011-12 Employee Satisfaction Survey:
97 %
of MCFC staff are proud
to work at the Club
82 %
of staff agree that MCFC is
a welcoming place for staff
regardless of age, race, sexual
orientation, disability or gender
2010-11 2011-12
22 COMMERCIAL & OPERATIONS 23
-197
-98
92 %
of staff believe that
MCFC is actively involved
with the local community

EXPANDING THE GLOBAL FAN BASE
CITY SOCCER
In ThE
COMMUnITY
FACILITIES
USA
Los Angeles
USA
Miami
USA
New York
Map key: Fan interest in MCFC
More than
1M FanS VerY
IntereSteD
More than
500,000 visits
to Mcfc.co.uk
Both
(More than 1M fans
& 500,000 visits to
Mcfc.co.uk)
Mexico, Brazil, Nigeria, India,
Russia, China, Indonesia,
Argentina, UK, Poland, Turkey,
Egypt, South Africa, S Korea,
Japan, Thailand.
Sweden, Bosnia and
Herzegovina, Ireland,
Canada.
USA, Australia, Italy, Germany,
Spain, France, Malaysia
CANADA
USA
MEXICO
PRE-SEASOn
SUMMER TOUR 2011-12
ARGENTINA
CANADA
Vancouver
USA
San Francisco
BRAZIL,
IRELAND
Dublin
USA
Los Angeles
24 COMMERCIAL & OPERATIONS 25
IRELAND
PORTUGAL
UK
SPAIN
FRANCE
PARTICIPATIOn In EUROPEAn COMPETITIOn
ITALY
Naples
SWEDEN
POLAND
GERMANY
ITALY
NIGERIA
BOSNIA &
HERZEGOVINA
SOUTH
AFRICA
EGYPT
GERmANY
Munich
TURKEY
LEBANON
UAE
MCFC
SChOOLS OF
FOOTBALL
UAE
Abu Dhabi
LEBANON
SPAIN
Vila-real
INDIA
RUSSIA
PORTUGAL
Porto
CHINA
THAILAND
MALAYSIA
PRE-SEASOn
SUMMER TOUR 2012-13
CHINA
Beijing
mALAYSIA
Kuala Lumpur
PORTUGAL
Lisbon
S KOREA
INDONESIA
JAPAN
AUSTRALIA

AWARD WINNING PERFORMANCES BY MCFC
WINNER! WINNER! WINNER!
Barclays Premier League
(2011-12 season)
Team of the Year, MBNA Northern
Sports Awards, 2011 (july 2011)
WINNER Under-12 category,
Barclays Premier League Futsal
Finals (February 2012)
JOE
HART
VINCENT
KOMPANY
Barclays Player of the
Season (Barclays Premier
League) for Vincent
Kompany (May 2012)
DAVID
SILVA
Under-18s, Al Ain
International
Juniors Championship
(Abu dhabi)
Community Scheme Project
of the Year for City in the
Community’s Strike A Balance,
MBNA Northwest Football
Awards, 2011 (November 2011)
YAYA
TOURE
Four players included in Professional Footballers’ Association (PFA) Team of the Year 2012
for the Barclays Premier League, more than any other Club (April 2012)
• Silver Award, MCFC Official
website, Lovies, 2011 (november 2011)
• Winner, Sport Website of the Year,
Sport Industry Awards, 2012 (May 2012)
• Bronze Award, Best Online Campaign
for MCFC Fan Cam, Roses Creative
Awards, 2012 (May 2012)
26 AWARDS 27
BRONZE
WINNER
SILVER
• Media Choice Award, Stadium Experience – Official Football Hospitality Awards, 2012
(voted for by national press and reporters attending matches)(May 2012)
• Silver, Conference & Events Sales & Marketing Award, Stadium Experience –
Official Football hospitality Awards, 2012 (May 2012)
• Winner, Customer Experience Award for City Square / Etihad Stadium, Stadium Business
Awards, 2012 (May 2012)
Winner, Sponsorship, Sales &
Marketing Award for marketing
campaigns, Stadium Business
Awards, 2011(june 2011)
SILVER
MCFC Official
iPhone app,
Lovies, 2011
(November 2011)
winner, Professional Football Training
ground Team of the Year, IOg Industry
Awards 2011 (december 2011)
winner, Professional Sports grounds
Management Team of the Year, IOg
Industry Awards 2011 (december 2011)

mANCheSTeR CITy
FOOTBALL CLuB
eTIhAD STADIum
eTIhAD CAmPuS
mANCheSTeR
m11 3FF
www.mCFC.CO.uk