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”.
How to Enhance the Fan Experience with Adobe
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
Venue visions: the future of sport facilities
From the new Spotify Stadium to the Allianz in Turin, passing through the new projects planned, such as integrating technology and events. The vision of the venue where sporting events take place, and not only, was at the heart of the panel moderated by Ivan Ortenzi, which saw the participation of Jordi Penas, head of the Barcelona Museum, Paolo Monguzzi, Stadium & Consumer Business Director of Juventus Football Club, Luca Montebugnoli, Founder Chairman and CEO of Vivaticket, and Silvia Prandelli Senior
The Future of Sport in Lazio: towards new rules and cooperations
Regulatory developments, growth of the tourism and conference industry, accessibility of facilities, and cooperation with local authorities were the topics discussed during the panel featuring the Lazio Region and Sport e Salute, both institutional partners of the seventh edition of the SFS. Francesco Rocca, President of the Lazio Region; Elena Palazzo, Regional Councillor for Tourism, Environment, Sport, Climate Change, Energy Transition, and Sustainability; and Marco Mezzaroma, President of Sport e Salute, engaged in discussions on pressing current issues. The panel was
Interview with the World Champion CMO
During the seventh edition of SFS, the expansion of the AFA brand was also discussed. Giorgia Cenni from Sky Sport interviewed Leandro Petersen of the Argentine Football Federation."We are the federation with the highest revenue from sponsorships", Leandro Petersen began, adding, "We are signing deals with major multinational companies, and we are highly focused on strategic, growing markets like the USA, China, and the Middle East".The Argentine delegate also touched on past challenges: "We started from a difficult position, with
Giusy Meloni interviews Longoria and Suwarso
It was an intense second morning at SFS24 with a panel moderated by Giusy Meloni, who interviewed the President of Marseille, Pablo Longoria, and the President of Como, Mirwan Suwarso. The first to speak was Longoria, who made some very important statements: "Marseille is a special environment. Our need is to continuously engage with our ownership. Obviously, sports results are essential, but at the same time, it’s important to pursue financial sustainability. At the same time, we maintain a social contract
The impact of injuries according to the AIC
The AIC kicked off the second day of SFS24. On stage were the president of the association, Umberto Calcagno, alongside Fabio Giuseppe Poli, the AIC’s Organizational Director, and collaborator Marco Piccinini.“We conducted a study on Serie A, the Premier League, and La Liga, analyzing the 2022-2023 and 2023-2024 seasons, which took place between the World Cup and continental competitions. Our findings show that the increasing number of matches has a significant clinical impact on players, driving up the cost of
SFS AND BYD: THE FUTURE OF SUSTAINABLE MOBILITY
BYD, a global leader in electric vehicle production, to promote a sustainable mobility model that aligns with the values of innovation and environmental respect, is the green mobility partner of SFS24. This collaboration marks a significant step forward in the Summit's commitment to tangible sustainability, bringing together the world of sports and cutting-edge technology. At this year’s edition of SFS, BYD is present as an official partner to raise awareness and inspire participants about the opportunities offered by electric vehicles. Special
SFS Awards: an evening of celebrations at Campidoglio
In the prestigious setting of the Protomoteca Hall on Campidoglio, the SFS Awards 2024 celebrated the excellence of the Football Industry. The evening, once again hosted by Giusy Meloni, was enriched by the presence of SFS’s institutional partners. It provided a unique opportunity to spotlight the synergy between sports, innovation, and social impact. The evocative backdrop of Campidoglio made the event even more memorable, blending the city's historic charm with the warmth of an enthusiastic audience. One of the most heartfelt
Women in football: breaking barriers, creating opportunities
SFS24 highlighted the role of women in the Football Industry, making it one of the key topics discussed on the Global Stage during the first day of the event. A panel titled "More Women in Football: The Growth and Opportunities for Women’s Football" explored this theme. Moderated by Owen Blachurst, Head of Brand Extensions at FootballCo, the panel featured Budreya Faisal, President of Banaat FC, Morgan Brennan, Head of UK and Europe at INDIVISA, and Zoe Johnson, Managing Director of
The Marketing Strategies of Juventus
The marketing and communications manager of Juventus revealed the club's brand enhancement strategies at SFS24. At SFS24, a panel was held dedicated to the marketing strategies of Juventus. The main speaker was Mike Armstrong, the club's Chief Marketing Officer, who spoke with Salvatore De Angelis, Country Manager of Cosmic. One of the main topics discussed was the broad reach of the club's brand: "We decided to form a partnership with Adidas to internationalize the brand and engage a different target audience. We