Manchester City owners must get messaging right or risk own fans turning against them

Fan enthusiasm runs far deeper than simple adoration for a sports team; it becomes a vital stakeholder in the organization's success, writes Jess Chan and Matthew Gilleard. As Bill Shankly famously said, football is much more than a pastime – it is a deeply personal matter. This intense attachment to football clubs explains why crisis communication strategies must be uniquely tailored to address the concerns of fans and rivals alike.

Since allegations of breaching Premier League regulations surfaced, the response from Manchester City's fans has been swift and resolute. The tribal nature of English football means that supporters are active brand ambassadors, both investors in and influencers of the reputation of the club they support. When a crisis strikes, fans are not mere spectators but stakeholders with a direct impact on the organization's fate.

Wimbledon FC's relocation to Milton Keynes and the backlash to the European Super League provide cautionary tales for organizations in this space. For Manchester City, overlooking their fanbase could prove to be a fatal error in terms of reputation. Therefore, the club's communications approach during crises must be mindful of this dynamic.

While the club has been assertive in its messaging so far, this may not be the best strategy in the long run. In fact, a more measured approach might be preferable to risk alienating their own fanbase. Opposing fan vitriol will remain unswayed by City's statements, but the club must carefully consider its messaging to preserve trust and credibility.

As Shankly's words suggest, winning the crowd is essential for survival – and the club's actions must reflect this.