Manchester City
“The Blue Table Series” Vol. 3 Dallas
Bringing new audiences into Manchester City’s world through a Dallas matchday built around unexpected spaces and shared discoveries.
Overview
The Ask
Manchester City wanted to grow its US fanbase, but matchday gatherings in dimly lit pubs were not bringing enough new people out. The challenge was to reach beyond the existing supporter crowd and give new audiences a compelling reason to experience the club.
The Idea
Bring “The Blue Table Series” to The Hôtel Swexan in Dallas, giving the repeatable format a new setting and a fresh sequence of discoveries. Guests moved from rooftop drinks and bites to a City branded speakeasy, then through a bookshelf door into a hidden library viewing room.
Read the full project story
Manchester City wanted to grow its US fanbase, but the traditional matchday experience was largely confined to dimly lit pubs and was not attracting enough new people. Mundial Partners saw an opportunity to make matchday an experience people would want to join, whether they were lifelong supporters or discovering the club for the first time.
We created “The Blue Table Series,” a repeatable format built around distinctive venues and memorable experiences. Each edition brings football together with food, music, and the character of its setting, giving new audiences a reason to show up and existing fans a reason to return.
For Volume 3, Mundial Partners brought The Blue Table Series to Dallas and closed out Season 1 as Man City took home the Carabao Cup in a thrilling finish. The team transformed The Hôtel Swexan into a floor by floor experience, from open air rooftop to the bottom floor speakeasy, bringing together influencers, creators, friends of City, and new fans.
Guests started at Léonie's, taking in panoramic views of Dallas over mimosas, espresso martinis, and a City Blue cocktail, with butlered bites led by the famed chicken and waffles. From there the group headed down to Babou's, a speakeasy dressed in City branding where a DJ kept the room going. Then came the reveal: a hidden bookshelf door opened into a library viewing room, where every guest found a custom VIP ticket at their seat and watched City beat Arsenal 2-0.
The reveal was the heart of it, and it did what the series is built to do: introduce Manchester City to new creators in a key US market, put everyday fans and creators in the same room, and give partners a natural way in. The event drove strong organic coverage from guests and a lot of content across social and partnership channels.
Dallas extended the series into another US market while giving guests a distinct experience. The rooftop, speakeasy, and hidden viewing room showed how the same repeatable format could take on the character of a new venue, creating fresh reasons for people to discover the club and come back.
THE PROJECT
In pictures.
Experiential
More of our work.
CONTACT MUNDIAL PARTNERS