Manchester City aims to expand its global sports brand by leveraging the popular game Fortnite. The club will become the first Premier League team to introduce its own experience in the metaverse platform with “The Ladder,” launching on July 20.
This innovative project allows players to engage in one-on-one competitions within virtual arenas branded by Manchester City. Although no end date has been set for this initiative, Kris Lewis, head of esports, gaming, and metaverse at City Football Group, emphasized that it is intended as a long-term engagement rather than a short-term activity.
“The Ladder” is not an official collaboration between Manchester City and Epic Games, Fortnite’s owner, but the football club has worked closely with the game publisher to ensure the experience fits well within the Fortnite ecosystem.
Lewis expressed the desire for the map to establish a lasting presence and resonate with players over time, with insights from the launch shaping its future development. This marks Manchester City’s most significant involvement in Fortnite, following previous efforts to integrate its branding into existing popular experiences like “Go Goated.”
Manchester City Launches “The Ladder” on Fortnite to Boost Global Sports Brand
Partnering with Fortnite Creative Studios, Manchester City has taken a strategic approach to introducing itself to the platform’s audience by embedding its brand into pre-existing experiences.
Michael Herriger, CEO of Atlas Creative, highlighted this method as an organic way to test the waters before launching a dedicated experience. This phased approach aims to build familiarity and engagement among Fortnite’s existing player base before creating a standalone branded environment.
One challenge for Manchester City is attracting a user base to its new Fortnite experience without relying on existing fans. To overcome this, the club plans to utilize its network of players and talent to promote “The Ladder” across social media.
Naef Ba, senior director at Sportfive, praised Manchester City’s approach, noting that many brands prefer integrations over launching their own maps due to the difficulties in achieving discoverability and success on the platform. Ba commended the club’s commitment to genuinely engaging and growing its fan base through this venture.
Despite concerns about sportswashing linked to the club’s ownership by Sheikh Mansour bin Zayed Al Nahyan, such issues are unlikely to significantly impact user engagement in the Fortnite experience. Gamers and esports fans often overlook broader geopolitical controversies, as evidenced by the acceptance of the Saudi-Arabian-owned Esports World Cup.
Manchester City’s primary target for this initiative is the U.S. audience, aligning with the start of the team’s pre-season tour in the United States. Nuria Tarre, CMO of City Football Group, highlighted the club’s efforts to strengthen its engagement in the U.S., leveraging its success to connect with fans and potential fans in this key market.
