Manchester City chief executive Ferran Soriano wants to tap into “the unique identity of Manchester” when trying to win new fans around the world.
The former Barcelona supremo wants the club to play on its ties to the city’s culture and heritage as part of its quest to become “one of the most successful and sustainable football clubs in the world.”
Soriano’s vision is revealed in City’s annual accounts, which went live on Thursday.
The papers confirmed figures released in December, which showed the Blues made a loss of more than £97m in the financial year to the end of May 2012. But the eye-watering deficit is less than half the amount revealed 12 months earlier and Soriano says club coffers are being boosted by progress both on and off the pitch.
In his chief executive’s statement, he said: “Our annual financial results must be considered in context.
“Encouragingly, they demonstrate that alongside significant investment in the playing squad, the club has continued and will continue to grow its revenues.”
And Soriano says that when seeking to raise City’s profile around the world, it is vital the club emphasises its Manchester roots. He said: “As we grow, the unique identity of Manchester must remain at the heart of our communication with potential supporters around the world.
“Football remains one of the few fields in which it is possible to be local and global at the same time. In fact, people demand it.
“It is with the club’s origins and heritage that people make a lasting connection and we are fortunate to have Manchester at the heart of our organisation.
“For all of us associated with Manchester City, it is an honour to represent this historic institution.
“We owe it to the supporters, the owner and to each other to complete the transformation of Manchester City into one of the most successful and sustainable football clubs in the world.”
City only have to look at neighbours United to realise the potential riches associated with growing the club’s fan base in markets like the Middle East and South America.
But while United’s brand is already well-established all over the world, City is looking to set itself apart by playing on its Manchester heritage.
Worldwide celebrities like Liam and Noel Gallagher and Ricky Hatton are among City’s most famous fans and the club have kitted out one of its corporate lounges with images and other references to Manchester’s music scene.
It is the first major statement issued by Soriano since he joined City.
He kicks off his note by saying: “Since joining Manchester City my first priority has been to deepen my understanding of the club, its history and operations.
“What I have found is a club on the verge of a historic transformation, reinforced by a genuine commitment to doing things well.
“It is a club with a rich history and the potential for an even brighter future. I am honoured to be part of this exciting project.”
Soriano is in no doubt City needs to boost its finances by striking commercial deals around world.
The accounts show City’s commercial income nearly doubled from £64.7m in 2011 to £121.1m in 2012.
That helped its overall revenues soar from £153.1m to a record £231.1m.
He also wants to emulate United in using new media channels to engage with fans across the globe.
Soriano said: “This is a time of real significance for football. There is no denying that the sport faces its share of challenges and competition for global audiences has never been fiercer. Football continues, however, to be the world’s most played and viewed sport and participation in the greatest competition together with the use of ever advanced media technologies presents us with a real opportunity to deliver improved digital content to that global audience.
“The awards for this area are immense. Manchester City is in a unique position to capitalise on these opportunities.”
He added: “The club has assembled a world-class team on the pitch, evidenced by the historic triumph in the Barclays Premier League, but it is also supported by a talented off-pitch team, already recognised for its strong community work and the matchday experience its provides.
“Now, however, it is vital that we extend this winning mentality and commitment to excellence across all aspects of our operations.
“Our priorities are interconnected with continued success on the pitch. This success has to boost our commercial performance, both in the traditional sources of revenue and through new, creative ideas and business models which we will be developing.
“The revenue generated will allow us to continue investing in football and producing winning teams.
“This cycle will be key in achieving the long-held ambition for sustainability at Manchester City.”
Soriano said the building of the City Football Academy in the shadows of the Etihad Stadium is a “truly unique project that will revolutionise the recruitment, training and development and education of the world’s most promising footballers.”
He added: “It is my belief that this project and the long-term perspective of our owner will further differentiate the club from its competition in the future.”
