Football is no longer just a sport; it has become an entertainment industry in constant evolution. In recent years, football clubs have started leveraging advanced technologies to transform the fan experience, both at the stadium and in the digital world. Atlético Madrid and WSC Sports are pushing innovation and personalization to new heights, as discussed during the SFS panel moderated by Carlo De Marchis — founder of A Guy with a Scarf. The panel featured Alejandro Ugarrio, Director of Atleti Lab, and Ben Mirvis, Business Development at WSC Sports.
Ugarrio explained how the club’s digital unit works to close the gap with Europe’s top teams. “When we built our stadium, technology was a cornerstone. Not many clubs directly integrate it into their business units. We, however, wanted to create a 360-degree experience”, he stated. With SMART objectives and a fan-centered approach, Atlético aims to innovate every aspect of its relationship with the public, making them an active part of the process.
On the other hand, WSC Sports, which collaborates with over 200 clubs and federations, continues its mission of supporting teams in creating personalized content through artificial intelligence. Mirvis highlighted the importance of looking to the future: “What does it mean to be a fan today? Creating personalized content and introducing communication channels based on gamification can be effective tools to engage younger generations”.
Atleti Lab has launched numerous tests to integrate AI into content creation and data analysis. The goal is to optimize time and expand creative possibilities while keeping fans at the center of every decision. Additionally, WSC Sports is experimenting with innovative solutions to engage fans through new entertainment formats, drawing inspiration from successful models like the NBA and NFL. “Clubs today are media houses,” Mirvis stated. This underlines the necessity of utilizing advanced tools to create content that speaks a modern, engaging language and adapts to new audiences.
The partnership between Atlético Madrid and WSC Sports demonstrates that innovation and technology can transform football into an immersive and personalized experience. It’s not just about keeping up with modern times but redefining the very concept of football entertainment, placing fans at the center of an increasingly inclusive and innovative ecosystem. How will football clubs as media houses evolve further in the coming years?
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Football is no longer just a sport; it has become an entertainment industry in constant evolution. In recent years, football clubs have started leveraging advanced technologies to transform the fan experience, both at the stadium and in the digital world. Atlético Madrid and WSC Sports are pushing innovation and personalization to new heights, as discussed during the SFS panel moderated by Carlo De Marchis — founder of A Guy with a Scarf. The panel featured Alejandro Ugarrio, Director of Atleti
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