CITY Pay
CITY Pay turned payments into a loyalty and personalization lever, moving more matchday spending into the CITY app.
- Active user growth
- 240% YoY
- Mobile app transaction mix
- >25%
- Average check lift
- +16%
Matchday payments are fast, frequent moments. The club needed a payment experience that felt easier for fans, gave them a real reason to use the app, and created a stronger base for loyalty and personalization.
CITY Pay launched as a wallet and cashback experience inside the app, linking payments more tightly to loyalty so more matchday spending moved into digital channels and future personalization got stronger signals.
Making matchday payments worth switching for
CITY Pay started with a simple idea: if fans are going to use the app on matchday, paying through it should feel better than pulling out a credit card.
The goal was not just to add another payment option. It was to give fans a compelling reason to pay in the app and give the club a stronger commerce behavior to build on.
Why the incentives mattered
The core bet behind CITY Pay was that payments could do more than process a transaction. They could change where fans chose to pay, how often they came back to the app, and whether loyalty felt real in the moment.
By introducing 5% cashback for fans and 10% cashback for myCITY+ members, we gave people a clear reason to use the app instead of defaulting to a card at the point of sale. That tied convenience, repeat spending, and loyalty together in a way fans could actually feel.
The product work was not only about the wallet experience itself. It also required modeling the economics behind cashback, aligning finance and operations around the program, and making sure the shift created value for the business rather than only adding promotional cost.
What changed in the business
CITY Pay helped move more matchday spending into the app and made mobile commerce a bigger part of how fans interacted with the club.
Active users grew 240% year over year. More than 25% of matchday transactions shifted into digital channels. Fans also spent 16% more on average when they used CITY Pay through the app.
That mattered beyond payments. CITY Pay also created a stronger base for loyalty, offers, and more personalized commerce over time.
Why it mattered
CITY Pay was not just a payment feature. It made the CITY app more valuable on matchday and more clearly tied to real business results.
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