Manchester City Launches ‘CityCoach’ as Scalable Global Coaching Education Platform.

Roger Hampel

Image: Manchester City

Manchester City has launched CityCoach, a global digital coaching platform designed to distribute the club’s coaching methodology to coaches worldwide. The initiative represents a structured move to package internal football expertise into a scalable digital product, extending Manchester City’s influence beyond elite competition and into the global coaching ecosystem.

CityCoach is delivered through the Coachbetter app, a platform already used by over 10,000 coaches globally and embedded in Manchester City’s football schools network.

From Internal Methodology to Global Product Manchester City

At its core, CityCoach formalises Manchester City’s academy coaching principles into a repeatable, digital learning framework. The platform provides access to practical training sessions, session plans and conceptual insights drawn from the club’s academy environment, covering multiple age groups and coaching levels.

CityCoach operates as a platform-based model. By using a digital interface, Manchester City can scale distribution at relatively low marginal cost, while maintaining consistency in how its methodology is presented and applied.

The platform includes:

• Ready-to-use training sessions

• Video-based practices and session plans

• Tactical and methodological explanations

• Ongoing content updates

This approach allows coaches at grassroots, youth and academy levels to adapt elements of the Manchester City methodology to local contexts, while the club retains control over how its football philosophy is interpreted.

Brand Authority

A key component of CityCoach is access to masterclasses delivered by Manchester City technical staff, including Thomas Kruecken, the club’s Academy Director, alongside senior coaching leaders and specialists.

Digital Platforms and Football IP Monetisation

CityCoach sits at the intersection of football development and digital content strategy. By integrating its coaching knowledge into an existing platform used daily by its global football schools, Manchester City strengthens:

• Consistency across its international development programmes

• Long-term engagement with coaches and educators

• The commercial value of its academy IP

While financial details have not been disclosed, platforms of this nature typically support multiple revenue models, including subscriptions, licensing and integration into broader football education ecosystems.