{
  "id": 13634966,
  "title": "Manchester City owners must get messaging right or risk own fans turning against them",
  "url": "https://urgent.news/2026/10/11/manchester-city-owners-must-get-messaging-right-or-risk-own-fans",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-11T04:00:00.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/manchester-city-owners-must-get-messaging-right-or-risk-own-fans-turning-against-them/"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "Sport fans aren’t just consumers but stakeholders so what Manchester City say during their crisis could be existential for them, write Jess Chan and Matthew Gilleard. “Some people believe football is a matter of life and death…I can assure you it is much, much more important than that.” So said Bill Shankly, encapsulating both sport’s [...]",
  "key_points": [
    "Manchester City fans are deeply invested in the club, viewing it as a vital stakeholder.",
    "Allegations of Premier League regulation breaches have sparked swift and resolute fan response.",
    "A measured communication approach may be preferable to avoid alienating the fanbase."
  ],
  "editors_take": "Manchester City's mishandling of communications with its fanbase during the current crisis risks eroding trust and credibility, essential for the club's survival given fans' intense emotional investment and influence.",
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Yahoo Sports",
        "title": "A Manchester City superstar is welcoming what will come at Anfield today",
        "url": "https://urgent.news/2026/10/11/a-manchester-city-superstar-is-welcoming-what-will-come-at-anfield",
        "published": "2026-10-11T06:15:00.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}