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Manchester City extends Intel deal to deliver app and social media highlights

Manchester City have signed a ‘multi-year’ extension to their sponsorship deal with Intel, allowing the club to continue to benefit from multi-angle camera replays and player-eye view technology at their City of Manchester stadium.

The Californian firm first signed a deal with City in 2019 to showcase its True View replay technology across the team’s owned, operated and social media channels.

English Premier League rivals Liverpool and Arsenal announced agreements with Intel at the same time. Arsenal is understood to have renewed its contract earlier this year while Liverpool’s longer-term contact expires at the end of next season.

Under the terms of the 2019 agreement, Intel installed a network of ultra-high definition cameras at the three clubs’ grounds to deliver enhanced replays and highlight clips for the clubs’ social media channels.

Intel wanted to use the sponsorship deals as a proving ground for the technology to try and encourage similar deals with other right-holders and broadcasters. The technology firm also has sponsorship agreements in place with the NBA, LaLiga, and the NCAA.

Premier League clubs are allowed to share match clips on their owned-and-operated digital platforms and social media channels from midnight on the day of a game.

City has drawn on the agreement with Intel to develop an immersive highlights feature on its official club app. This allows fans to interact with a video clip by selecting one of the player’s perspectives and then swiping or moving their mobile device to watch through the player’s eyes.

Intel does not have a direct agreement with the Premier League’s domestic broadcasters but agreed under the 2019 deal to make its immersive media experiences available to Sky and BT at each of the home games of the three clubs to allay fears about cannibalising the league’s live rights.

In other cases, Intel has struck partnerships with both leagues and their broadcast partners – an arrangement which allows it to brand the content it produces for the live coverage. Because Intel has only signed a deal with Manchester City, its branding will only appear on content produced for club channels rather than BT and Sky’s coverage.

Nuria Tarre, chief marketing officer of City Football Group, said: “We are delighted to be extending our relationship with Intel Sports. We are not surprised at what a popular addition to our content True View has quickly become.

“At a time when we are having to play behind closed doors, we are extremely pleased that Intel True View’s comprehensive perspectives showcase the experience of being in the Etihad Stadium. We are looking forward to more years of working and innovating together.”

James Carwana, general manager of Intel Sports added: “The club’s innovative approach to integrate True View immersive highlights at the Etihad Stadium has been a testament to its dedication to their fans. As we continue to develop our volumetric video technology, we’re delighted to team up with Manchester City in delivering fresh and engaging experiences to fans.”