City Football Group (CFG) – which includes NYCFC and sister Clubs Manchester City (the 2017/18 Premier League Champions) and the A-League’s Melbourne City – have teamed up with partners Etihad Airways and Hays for an all new content feature – Flying Fit.
As part of the game, soccer players can clock up a number of air miles, both during the season and when representing their countries; Flying Fit provides insight into the tactics they use to ensure they are ready to play – and win.
In 2016, CFG’s Global Football department, who provide soccer IP and “know-how” to the Group’s clubs, identified a need to understand the effects of travel on its players and how they can maintain peak performance when traveling. Working with Etihad Airways’ expert, aviation medical practitioners, phase one of the project – to develop a new travel management strategy for all CFG clubs – was undertaken to enhance performance on the pitch.
Following strategic research and collaboration between CFG’s sports science departments and Etihad Airways, whose knowledge in the field of travel was essential to the project, phase one was completed and it became clear that the strategies athletes employ to remain at their peak when traveling were also applicable to business travelers. Soon after, Hays signed up to the project recognizing the significant benefits it could also offer both its employees and clients.
Speaking about the project, Tom Glick, Chief Commercial Officer for City Football Group, said:
“We are delighted with the outcomes we have achieved working together on Flying Fit. What began as a strategic collaboration between ourselves and Etihad Airways to enhance performance on the pitch turned out to have meaningful benefits far beyond the pitch. By sharing insight and experience, not only with Etihad, but also Hays, who share similar challenges, we are now able to provide all our stakeholders with the tools and information they need to maximize their performance when traveling.”
Patrick Pierce, Vice-President Marketing Partnerships for Etihad Airways, added:
“Witnessing the collaboration between our aviation medical professionals and CFG’s sports science team has been a great experience. Because the wellbeing of our pilots, cabin crew, staff and guests is of upmost importance, we are proud to use our knowledge to help CFG enhance player performance and business productivity when traveling.”
Martin Dixon, EMEA Director at Hays, commented:
“As a global organization, ensuring our employees have the information and tools they need to remain alert and focused when traveling for business is a top priority for us. If you are traveling to another country on business, you need to make sure you are at peak performance when you arrive and preparation is key to this. For me it’s simple; if I travel well, I will arrive well and I will perform well.
“Flying Fit is a great way to provide this information for our colleagues and clients, and highlights what business professionals can learn from the world of elite sport. Throughout our partnership with City we have been able to use football as a tool to inform and inspire our staff and clients and we are delighted we are continuing the success of our partnership with the Flying Fit project.”
