Can football clubs help drive the future of sports tech?
summary
Clubs are building in‑house tech shops to own first‑party data and monetize beyond matchday: a data warehouse and single fan view are top priorities. Examples include Playmaker (breaks silos between sales, marketing and finance and iterates with the club), Penguin Pass (AI tool that streamlined B2B hospitality) and Zone7 (injury‑forecasting sold but stalled by long sales cycles and cultural resistance). Success needs paid pilots, day‑one revenue, structured innovation teams, clear decision‑makers and owner buy‑in.
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