Since re-launching their women’s team in 2014 to coincide with the team’s first season in the Women’s Super League, Manchester City have talked about a holistic approach to how they run their club.

Bringing the men’s, women’s and academy teams all under one roof gave a feeling of inclusion to everyone involved, and success has followed at all levels.

And last week, the club extended this sentiment into its social media message, too.

Same game. Same club. Same #mancity pic.twitter.com/Usb9QgPl6e

— Manchester City (@ManCity) January 25, 2018

With the slogan ‘Same City. Same Passion.’ the campaign is clearly aimed at boosting the women’s side, attempting to afford it more space in the minds of the club’s fans. And after recent success, the growing profile of the women’s team, and the increasing ability of social media and live-streaming to make women’s football more accessible to fans who may only currently have a passing interest, now seems like the right time to push the message again.

In the end, these are always going to be different teams with different players in different leagues, and as such they’re likely to have different social media needs as well. But Manchester City have sensed an opportunity to do more than just house all of the teams in the same complex, but to allow their fans to see it in the same light.

Social media accounts are where fans go to get news from their club, and where they know they can interact with it. And so the content they see there is important as it shapes their opinions of the club and its teams.

In the women’s game, only growth is possible. With league structures in place and the profile of the sport growing in the UK week by week these are exciting times with those associated with the sport. But if more of the biggest clubs start to link their men’s and women’s teams in public channels like social media accounts then that extends that growth to the hearts and minds of fans as well as the internal workings of the club.

Over the next few weeks, it’ll be interesting to see how City build on their campaign.