Looking ahead to SFS26 and the launch of the new edition of the SFS Extra Time startup competition, the spotlight inevitably turns back to the finalists that lit up SFS25. These are companies characterized by diverse ideas, backgrounds, and perspectives, yet deeply united by a shared goal: the drive to grow, scale the market, and innovate the football industry from its very foundations.

A year after the last edition, each startup has successfully consolidated its market positioning or enhanced its product offering. This journey confirms a shared trajectory: the ability to evolve, structure operations, and respond effectively and promptly to the new, challenging demands of the sports sector.

PluggableAI: technological evolution and new frontiers in Fan Engagement

Continuity, technological development, and openness to new application scenarios: these are the foundations of PluggableAI, a young and dynamic Portuguese company based in Braga. Following its prestigious participation in SFS ExtraTime 2025, the startup has further evolved the features of “Fan of the Match”—its proprietary application—taking the stadium experience to a whole new level.

The fan experience represents the true core business of the startup. Thanks to its innovative platform, the audience is no longer just a passive spectator, but transforms into an inexhaustible source of real-time data and insights, capable of generating unprecedented strategic value for both clubs and partner sponsors.

By introducing this new key metric based on active involvement, PluggableAI redefines engagement strategies within the industry. This cutting-edge solution was also recently awarded at the famous “ThinkSport Innovation Challenge 2025,” an international recognition that further confirms its solidity, validity, and appeal on the global market.

Data as a strategic asset for modern clubs

PluggableAI’s case history concretely demonstrates that technology applied to the fan experience can no longer be considered a mere added value or a tech gimmick; instead, it is a fundamental and essential asset for the survival of modern clubs. Digital interaction with fans turns into a continuous flow of qualitative information that optimizes marketing campaigns, increases loyalty (customer retention), and unlocks new revenue streams.

Through this strictly data-driven approach, the startup enables sports clubs to personalize their commercial and entertainment offerings in real time, especially during the crucial matchday experience. The transition toward a fully digitalized sports ecosystem finds a crucial partner in PluggableAI, which succeeds in doing what seemed impossible until just a few years ago: converting football passion into a quantifiable, scalable, and ethical ROI.