Ferran Soriano

Led the executive decision-making process that brought the CITY fan token into Manchester City's commercial ecosystem. Oversaw negotiation of contractual terms with the token issuer, agreeing core commercial levers such as revenue sharing, brand use, permitted token utilities, and the degree of club-controlled voting mechanics. Those policy decisions established what rights token holders would receive — for example types of fan polls, access to exclusive experiences, and distribution channels — and determined how the club would operationally support token-led activations during matchdays and marketing campaigns. Coordinated cross-department workstreams (commercial, legal, marketing, stadium operations) to embed token mechanics into existing fan engagement processes, approving pilot use-cases and escalation paths for compliance and reputational risk. Made choices about where the fan token fit within broader sponsorship and membership offerings, which in turn affected scarcity, bundled promotions, and perceived marginal value of CITY relative to season tickets and official memberships. Executive endorsement also influenced external perception: signalling club legitimacy for the crypto product and therefore lowering institutional friction for exchanges, payment partners and media. Because these were binding commercial and governance decisions at the group level, they materially shaped CITY's initial distribution, permitted on-club activations and mid-term roadmap for token-driven fan engagement.