The panel organized by Adobe during the Global Stage focused on monetizing the fan experience, exploring how different organizations can leverage technology and personalization to increase audience engagement.

The speakers in this case were 5: Alfonso Becerra, Director of Commercial Innovation, Mexican Football Federation; Marco Di Dio Roccazzella, Shareholder & Managing Director, Global Retail & Consumer Market Leader, and Global Strategy, Data & AI Leader at Jakala; Andrea Peron, Sales Leader Enterprise and Commercial at Adobe; Alexis Grigoriadis, Marketing Director at Entain; and Monica Versino, Account Executive at Adobe

Alfonso Becerra, Director of Commercial Innovation at the Mexican Football Federation, kicked off the discussion by emphasizing the importance of knowing your target audience: “I have experience in entertainment, and I’ve learned a lot about customer experience. The key is understanding what drives the fan”.

Alexis Grigoriadis, Marketing Director at Entain, echoed this idea, using Entain’s customer experience as an example: “Today, we’ve reached hyper-personalization of content, which allows for immediate engagement. It’s crucial to help users understand what it means to follow a particular brand”.

Marco Di Dio Roccazzella, Managing Director at Jakala, then highlighted the importance of engaging younger generations: “It’s essential to tap into younger generations, knowing that, in the case of football, the individual player can be more recognizable than the brand itself”.