FIFA: Barducci in Paris for a prestigious workshop on fan experience

Heads of marketing and senior executives from European football associations affiliated to FIFA took part in a dedicated seminar on the fan experience at matches. Held at the headquarters of the Member Associations Division in Paris on 7 November 2023, the workshop aimed to share and exchange experiences and expertise, as well as to identify common winning elements to create the best possible product for supporters. A collateral benefit for the Associations is the opportunity to increase the commercial value of what they offer the public. Representing the San Marino FA at this important and prestigious educational event was Raffaele Barducci. "Discover new and innovative ways to connect football associations with their fans, build lasting and solid relationships within the football marketing community and learn from colleagues" was how Elkhan Mammadov, FIFA Regional Director for Europe, summed up the very purpose of the Paris workshop. All of these were central themes of the seminar entitled: "Fueling a ‘fan-centric’ approach for a better football matchday experience". With a view to the World Cup to be held in North America in 2026 and hosted by Canada, Mexico and the United States, Jordan Kolosey (Vice President for Business Strategy, Innovation and Data Operations at the San Antonio Spurs) took the floor to present in detail to participants the fan experience plan that the leading NBA franchise has tailor-made for its supporters, in Texas and around the world. The afternoon session, led by FIFA and the International Centre for Sports Studies (CIES), was dedicated to Design Thinking, a logical method for problem solving. Delegates, who were given access to the CIES e-learning platform before the workshop in order to connect with their European counterparts, were divided into small groups to discuss specific critical issues raised by fans and to work together on identifying possible solutions. Each group then reported on its work to the full assembly. Delegates were subsequently granted further access to the CIES e-learning platform after the workshop, so they could continue to share best practices implemented on the topic and develop collaborative processes between associations.

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