The future of football – how digitalisation is changing sport

Today, almost all industries are affected by the digital transformation. Football is no exception. New technologies and digital tools make it possible to significantly increase the fan experience during a game and create completely new experiences.

The sport of the future will change especially in these areas:

  • Stadium
  • Training
  • Broadcasting
  • Marketing
  • Fan Loyalty and Service



Anyone who has ever been to a football stadium knows that there are many things to experience here. But the stadium of the future must go one step further. The basic prerequisite for all topics of digital transformation must be free WLAN in the entire arena. This not only enables fans to interact with digital content during the match, it also gives stadium operators the opportunity to use solutions such as digital advertisements and banners instead of traditional stationary installations.

In the fan experience, the second screen approach can work wonders. If the club’s or stadium’s app provides more information about the match, if you can change your point of view and access other cameras via your mobile phone, or if you can learn more about the current player, this represents an extreme added value.


Virtual Reality

Virtual Reality helps to optimize the fan experience even outside the stadium. With a fitting VR headset, which can also be branded as a promotional gift, fans can experience the gaming experience up close.

Real Madrid vs. Juventus (Source: FOX Soccer)


So you can dive directly into the game from the sofa, sit in a special fan box or directly on the pitch and experience the current game live in 360°. As with the Second Screen approach, supplementary information plays a central role.


Augmented Reality

In the medium term, augmented reality will replace the smartphone and provide additional information. Currently, AR technology is already complementing the fan experience with multimedia videos and audio content in the club magazines.

Soccer On Your Tabletop (Source: Konstantinos Rematas)



Chatbots optimize the service process in the football stadium and combine it with the possibility of conversation. For example, tickets can be sold much more easily or questions about a match or a club can be clarified.


These were just a few examples of how digital tools can fundamentally change the experience in a football stadium. There are other technologies, such as beacons or 3D printing, that are of great importance for the smooth and individual flow within a stadium, but these technologies are not yet so mature and will only be of great importance for the future of sport in the next two to five years.

Alexander Pinker
Alexander Pinker
Alexander Pinker is an innovation profiler, future strategist and media expert who helps companies understand the opportunities behind technologies such as artificial intelligence for the next five to ten years. He is the founder of the consulting firm "Alexander Pinker - Innovation Profiling", the innovation marketing agency "innovate! communication" and the news platform "Medialist Innovation". He is also the author of three books and a lecturer at the Technical University of Würzburg-Schweinfurt.

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