July 28 – Manchester City has introduced a new virtual reality experience – Beyond The Blue Moon – as part of its stadium tour.
They are the first Premier League club to integrate virtual reality into their stadium experience, targeting both revenue growth and audience development by enhancing one of their most successful off-pitch assets.
The stadium tour is currently ranked third among UK attractions on Tripadvisor and has received its ‘Best of the Best’ award three times in four years, a metric increasingly valuable in the experience economy.
The new VR installation, priced at £12 in advance and £15 on the day, allows fans to explore City-themed worlds, revisit moments from the club’s history, and simulate lifting a trophy in a futuristic Etihad Stadium.
From a business standpoint, the club’s move highlights a continued focus on diversifying matchday and non-matchday income, particularly as the £300 million Etihad Campus and stadium expansion development continues.
Man City have long been a leader in digital technology, which has spearheaded building year-round engagement with both local and international fans.
The VR experience is local and caters to a wide demographic. It also will be a testbed for future interactive museum concepts ahead of the launch of the City Museum in 2026, said the club.
Commenting on the launch of the unique experience, Danny Wilson, managing director, Manchester City Operations, said: “The launch of our first-of-its-kind virtual reality experience marks an exciting evolution of the Manchester City Stadium Tour, offering fans and visitors an entirely new way to connect with the Club through immersive, cutting-edge technology.
“Beyond The Blue Moon reflects our broader commitment to embracing innovation and reimagining traditional experiences, which is something we will continue to focus on as we prepare to open our new Manchester City Museum next year following the completion of our entertainment destination at the Etihad Campus.”
Contact the writer of this story, harry Ewing, at moc.l1754229003labto1754229003ofdlr1754229003owedi1754229003sni@g1754229003niwe.1754229003yrrah1754229003