It’s not often you’ll see me review a Premier League football club initiative, however I’ve been so impressed with the engagement focused principles behind Manchester City Football Club’s (MCFC) new ‘The Tunnel Club’ I wanted to share them with you.

Firstly I need to be clear that I am not a MUFC fan, and secondly I will explain what the Tunnel Club is (or soon will be) – It’s basically the football club’s new corporate hospitality suite and traditionally something like this would have been marketed/promoted as such. However, the football club has realised the need to differentiate and has (or soon will) create the great concept of ‘a club inside a club’.

The Tunnel Club features 5 key ingredients that will enable MCFC to improve member engagement, value and growth. These same principles can also be applied to associations – hence this article.

1) The creation of a strong brand/identity
2) Bringing members closer to the action
3) Provide extra added value
4) Provide unique & unrivalled knowledge & insight
5) Keep a clear ‘birds eye’ view in order to provide current and future insight

The Creation of Strong Brand/Identity
MUFC has created ‘The Tunnel’ brand. This will differentiate it from the competition and there is definitely an air of sophistication showcased throughout the venue. In competitive markets associations can use effective branding to leverage position, stand out from the crowds, strengthen awareness, and convey sophistication and authority. Effective branding may also contribute towards loyalty via the creation of a stronger identity and a bond.


Bringing Fans/Members Closer
Before each home game, the first team actually walk through The Tunnel Club where guests are able to welcome/greet them as they make their way to their changing room. Many Associations are looking to develop closer relationships with our members, so this concept can remind us of the importance of ‘face-to-face’ and perhaps how important it is for key stakeholders/leaders to be present and approachable.


Provide extra added value

MCFC has created a glass wall along the football club’s tunnel (hence the name) so fans/members can see the players prepare to step out onto the football pitch. Associations need to show transparency and added-value to members over and above the current member value proposition during the membership journey. Exceeding member expectations (before, during or later in the journey) can and will enhance member engagement/value. Please note that I am not recommending you erect a glass wall prior to your next Council/Board Meeting; Can you imagine?

Provide Unique & Unrivalled knowledge & insight
Guests receive the same pre-match analysis briefing as the players. Here we see the club provide deeper technical content of its fans/members and this exercise makes members/fans feel closer to their club and the match ahead. Associations should provide (and market as such) that members can gain unique insight (perhaps by blocking out ‘white-noise’ and/or shortcutting bureaucracy and/or complicated government guidelines i.e. Associations must be ‘The Google of their sector’.

Keep a Clear Birds Eye View In Order to Provide Current & Future Insight
Tunnel Club Guests can sit behind the dugout (in heated seats) where the team manager views the game. Associations need to have this overarching view of the field in order to effectively champion strategic and operational best practice, spot/identify and address future challenges/issues.

You can find out more about The Tunnel Club here…

I hope you enjoyed reading this Guest Blog article that highlights parallels that can be drawn between two very different types of membership organisation both looking to achieve the same thing – Improved member value, engagement and growth.

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