Football is no longer just ninety minutes on the pitch: it’s an experience that lives every day, inside and outside the stadium. Fans expect personalised content, instant interactions and new ways to express their passion. In this scenario, Adobe positions itself as a strategic partner for clubs, leagues and federations, offering solutions that turn fan relationships into immersive and engaging digital journeys.
Data becomes the heart of the Fan Experience. Every interaction – from the official website to mobile apps, from social media to OTT platforms – contributes to building a unique view of each fan. This enables personalised journeys: real-time notifications, exclusive content, tailored offers for tickets and merchandise. No more generic communication, but customised experiences that drive loyalty and monetisation.
Creativity is the other pillar. Fans can become protagonists, creating graphics, reels and personalised content to share on their own channels. Imagine a supporter who, after a decisive goal, creates a post in seconds using official club templates, or a badge for their fantasy team. This is not just engagement: it’s community, it’s participatory storytelling.
Artificial intelligence amplifies everything. From automatic translation of content for global audiences to generating thousands of creative variations in moments, and predicting behaviours to anticipate needs and desires. Technology becomes invisible, but the results are tangible: more interactions, more time spent with the brand, more value for sponsors and partners.
Concrete examples? The Premier League uses Adobe to combine data and creativity, delivering hyper-personalised experiences to its 1.8 billion fans. Real Madrid has transformed its digital ecosystem to engage supporters worldwide with exclusive content and omnichannel journeys. And beyond football: the NFL has revolutionised fan relationships through data driven strategies and real-time content, proving that sport can become an immersive, continuous experience.
SFS 25 is the perfect place to explore these challenges. Because innovating the Fan Experience is not just about adopting new technologies, but rethinking how football speaks to those who love it. With Adobe, clubs can turn every interaction into emotion, every piece of data into a relationship, every fan into a brand ambassador.
The future of fan experience: creativity, data and AI at the service of football
Football is no longer just ninety minutes on the pitch: it’s an experience that lives every day, inside and outside the stadium. Fans expect personalised content, instant interactions and new ways to express their passion. In this scenario, Adobe positions itself as a strategic partner for clubs, leagues and federations, offering solutions that turn fan relationships into immersive and engaging digital journeys. Data becomes the heart of the Fan Experience. Every interaction – from the official website to mobile apps, from
ADVANT: AI and data serving the football ecosystem, between innovation and sustainability
SFS 25 is the platform of choice for those who believe that the future of the football industry is built through innovation, social responsibility and sustainability. It is with this vision that we are proud to present ADVANT, Main Partner of the upcoming edition, a leading ICT consultancy specializing in turning data into strategic knowledge. The partnership between SFS25 and ADVANT is a strategic alliance that fits right into the pillars of the event, particularly those related to innovation & technology,
GG TEAMWEAR at SFS 25: sustainable sportswear supplies, strategic quality, and social commitment
GG TEAMWEAR, operational since 1998 and specializing in technical-sportswear supplies for clubs, teams, and academies, presents itself at SFS 25 as a reference point for sustainable innovation in the teamwear supply chain. The company, which boasts the exclusive representation in Italy and Europe of top global brands in the segment, including Nike, Adidas, Joma, Puma, and Kappa, brings its vision to Turin: to support every club, from youth sectors to professionalism, treating every sporting reality as a true "Pro Club."
Building the sustainable journey for football!
SFS represents an important event of dialogue and progress, founded on the values of sustainability and innovation, principles that ESGeo wholeheartedly embraces: this is why we are proud to participate not only as a partner, but also through the organization and management of a panel dedicated to ESG Governance. At the Social Football Summit 2025 we will also discuss how advanced ESG data management and its digitization can accelerate the transition to a more transparent and sustainable soccer. At ESGeo, we support
SFS25 programme: two days at Allianz Stadium between innovation, sustainability and the future of football
On 18–19 November 2025, the Allianz Stadium in Turin will host the 8th edition of the Social Football Summit (SFS25) – Italy’s leading international event dedicated to the football industry. Two full days of debate, networking and innovation, with a programme exploring the key issues shaping the future of the game. A programme full of insights and opportunities The official SFS25 programme features panels, interviews, workshops and training sessions focused on media, fan engagement, technology, sustainability, infrastructure and governance. Highlights include: • AI & Football Intelligence – how data and AI are redefining performance
Epicoplay, where passion meets value. The future of fan engagement is in exclusive channels
At SFS 25, Epico Play brings its evolved vision of Fan Engagement: a technology ecosystem that combines proprietary digital platforms, direct fan interaction and new monetization opportunities for clubs, leagues and federations. Epico Play develops official apps and websites integrated with platforms that can turn fan engagement into tangible economic value. Its digital solutions enable clubs to build tailored experiences capable of generating new revenue, strategic data and lasting loyalty. The Data Platform enables the secure collection and analysis of fan data,
Syform: the science of nutrition in the service of athlete performance and well-being
SFS25 shares the Syform philosophy, promoting soccer that invests in health, knowledge and a scientific approach to athlete management. SFS25 celebrates the future of soccer in every aspect, from technology to physical well-being. In this context, we are pleased to announce the participation of SYFORM, an italian company founded in 1999 by Doc. Leopoldo Moretto and specializing in nutraceutical supplements for sports and wellness, which brings to the Summit its scientific and systemic vision of supplementation: an approach based on research,
Bonamassa: sleep culture at SFS 25
Ahead of its participation in SFS 25, Bonamassa Sleep & Performance brings the culture of sleep not as mere rest, but as a scientific tool of Performance to the center of discussion. Through the interview, we learn how the company is transforming the muscle and neurological recovery of athletes through the 5P® Method and Sleep Kit®, offering highly personalized Sleep Periodization® and Sleep Prescription® protocols. An approach that not only prevents injury and lengthens careers, but optimizes mental clarity and
The ticket as a growth engine: how Platinium Group’s data-driven approach is redefining football revenues
Platinium Group-Monaco (PG-MC), a leader in ticketing technology and e-commerce solutions, is driving a real revolution in the business model of football clubs. Forget the ticket as a mere access title: PG-MC transforms it into a strategic contact point with high emotional value, placing it at the centre of the fan journey. How is the adoption of cutting-edge technological platforms, combined with a powerful data-driven approach, redefining revenue opportunities? By analysing real-time purchasing behaviour and importing successful best practices from
AR MARKET: the immersive football revolution. Augmented and virtual reality for new fan engagement
SFS25's mission is to build a football ecosystem based on innovation and new digital paradigms. In this context, immersive experience is the next horizon, and we are excited to welcome AR Market as an exhibitor. AR Market is the Creative Digital Agency that transforms innovation into reality, specializing in Augmented Reality (AR), Virtual Reality (VR) and Interactive Virtual Tour solutions. Their presence at the Summit moves the conversation from simply digital to the boundaries of sensory experience, offering clubs powerful tools