Empty stands come to life with Autograph Sound 

Autograph Sound has been able to add atmosphere to the game for clubs affected by Covid-19 who have been forced to play behind closed doors or with restricted crowd numbers. 

Even without fans at full capacity, Leeds United and Queens Park Rangers from the Premier League and Championship respectively have partnered with Autograph Sound to generate a realistic atmosphere for their home games as clubs across the UK continue to play without supporters.

Covid-19 has proven to be unpredictable with inconsistency surrounding the number of fans being able to attend events, depending on the current climate. With Autograph, the sound can remain the same.

The UK-based sound operator has been running for nearly 50 years, expanding to football from previous work in the musical theatre and play industry. They’ve been able to support clubs with authentic cheers and chants that you’d normally hear on gameday. 

Lockdowns in the UK meant that theatres were closed to the public, prompting Autograph to utilise their equipment in a different way. As football matches remained in play for professional clubs, the technology headed to empty stadiums. 

Normally if you hear crowd noise with no spectators, it is done through the broadcaster. Autograph wanted to allow players, coaches and other staff to feel that same sense of realism, albeit with artificial noise. 

Using staff from previous projects, Autograph got together with Leeds and QPR to create chants that can spread from multiple sections of the stadium. Watford FC goalkeeper Ben Foster does weekly videos for his YouTube channel where you can hear the QPR sounds in action via his GoPro when he played in goal away at the Kiyan Prince Foundation Stadium (Loftus Road). 

Noise can be heard for the pre-game build up, especially for a club like Leeds who have their own ‘Marching On Together’ song, as well as adapting to match scenarios throughout the 90 minutes such as goals. 

Autograph collaborated with Fan Chants, a company that built a library of 26,000 unique football songs around the world. The extensive collection of sounds ensures that chants are naturally different with a great mix that you’d hear in normal circumstances. 

Autograph will designate at least three people to a game so that they’re switched on to passages of play. Multiple computers can be used to control separate components of noise, with individual staff members to utilise the software.  

The first of these staff control intensity levels, where sound is altered accordingly to situations in a match – scoring a last-minute winner will be significantly higher for instance. A second person can monitor club-specific chants that can reflect the excitement they’d usually feel. If a team is pushing hard on a counter attack, the crowd will lift accordingly. A third staff member has extra control to anticipate key moments for goals, corners, cards and any other game-changing moments. They can even adjust to VAR decisions with a cancel button for goals which have tentatively been given.  

Games can be unpredictable at times, so the comprehensive coverage aims to make noise as free-flowing and realistic as possible to ensure sounds are adaptable to any situation. 

Clubs in the UK have only been able to welcome back up to 2,000 fans at a time throughout the 2020/21 season, but they’re currently back to no spectators at all. 

Even in the event of limited capacity in stadiums, the atmosphere is of course not as good. A partner like Autograph can deliver sounds of the game to help take your mind off the missing void of fans due to COVID-19. 

Autograph are looking to work long-term with UK-based clubs to add crowd noise for games now and for the unforeseeable future with limited to no spectators in attendance. It’s a project that can enhance the overall feel of matches, where players and coaches can get the same level of excitement as someone would at home. 

COVID-19 has been a challenging pandemic for nations across Europe, so Autograph are aiming to assist more clubs and leagues who are interested in getting their chants amplified in their home stadiums. 

Until COVID-19 is fully under control, Autograph’s sound software is one way of getting around the unique and tricky situation of affected crowd numbers if lockdowns for sporting events are forced upon us. 

You can find out more on Autograph Sound here. 

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‘Wunderbar’ – FC Bayern turns to enterprise AI with Wonderful partnership

FC Bayern Munich is taking another step into the world of artificial intelligence after agreeing to a three-year global partnership with enterprise AI company Wonderful. The deal makes Wonderful the German club’s Official Enterprise AI Partner until 2029. The partnership will focus on putting AI into real-world use across Bayern’s operations, rather than limiting it to experiments or demonstrations.

AI to assists Matchday Fan Services

Wonderful’s first project will target one of the busiest and most varied areas of the club: matchday fan support. Specifically, initial implementation will be an AI agent designed to provide digital ticket support. Matchdays create a huge spike in demand for customer service for all manner of reasons: fans may struggle to access tickets, encounter account problems or need help with time-sensitive issues shortly before kick-off.

Bayern plans to use Wonderful’s technology to handle these requests faster than previously. Instead of each individual case entering a traditional support queue, the AI agent can process requests instantaneously, interacting with the club’s existing systems to hopefully resolve it. The aim is simple: get fans answers in moments, and into their seats!

The system will be integrated into Bayern’s existing technology environment – important as the AI will not operate as a separate chatbot disconnected from the club’s data and systems. It is being designed to work within the infrastructure Bayern already uses.

How Wonderful AI works

Wonderful describes its platform as an ‘enterprise AI system built to create, operate and improve AI agents.’ Those agents can perform tasks rather than simply generate text. They can work with company data, access connected systems and complete multi-step processes. The platform uses a system of reusable “skills”. Each skill can contain the instructions, tools, information and checks needed to complete a particular task. An agent can then use the appropriate skills depending on what a user needs.

For Bayern, that could mean an agent identifying that a fan has a ticket-access problem, retrieving the relevant information from the club’s systems and helping resolve the issue. Wonderful also connects its agents to existing enterprise systems. Its platform is designed to work with data platforms, customer relationship systems and other systems of record. This allows an agent to act on current information instead of relying solely on a static database.

More than a ticketing tool

Bayern and Wonderful have indicated further enterprise AI use cases will be introduced during the partnership. While customer support is an obvious starting point, AI agents could theoretically assist internal teams, automate administrative workflows or help employees find and process information.

Wonderful’s platform is designed to support customer-facing agents as well as internal and back-office workflows. It can operate across channels including chat, email and voice, giving the partnership room to expand beyond the first use case. The company also uses a deployment model built around teams working directly with organisations to put AI into production.

Bayern’s AI Strategy Enters a New Phase

The partnership signals a broader shift in how football clubs can use AI. Rather than focusing solely on analytics, Bayern is looking at AI as part of its everyday operations.

The first test will come through fan service. If the ticketing agent can reliably solve problems during the pressure of matchdays, the club will have a practical foundation for expanding AI into other areas. For the club, the biggest opportunity is therefore not one chatbot, but the creation of AI infrastructure that can support multiple parts of its organisation.

The three-year partnership gives the club and Wonderful time to develop that infrastructure. The first use case is focused and practical. The longer-term ambition is considerably broader. The next phase will be about proving that technology can make the experience better for fans while also making the organisation more efficient behind the scenes.

LaLiga and CANAL+ strengthen anti-piracy alliance across nearly 50 countries

LaLiga and CANAL+ have strengthened their partnership with a new anti-piracy agreement covering almost 50 countries. The deal spans Europe, Sub-Saharan Africa and Haiti. It brings together the league’s anti-piracy capabilities with CANAL+’s technology, intelligence and enforcement resources. The move reflects a growing commercial priority for sports rights holders. Protecting live content has become essential to protecting the value of broadcasting deals.

LaLiga and CANAL+ will share intelligence and coordinate their response to illegal distribution networks. They will also work on joint investigations and enforcement activity. The partnership builds on an existing relationship between the two organisations. CANAL+ distributes LaLiga content across multiple international markets. The new agreement now takes their relationship beyond broadcasting.

The partnership creates a joint focus on protecting the underlying value of the rights being sold. While broadcasters invest heavily in football rights, illegal streaming undermines revenue and weakens the commercial proposition of legitimate broadcasters.

LaLiga’s latest figures highlight the importance of audiovisual income to professional clubs. Broadcast revenue across Spanish professional football fell 5.2% to $2.3 billion (1.43 billion Euros) in the 2024/25 season. Commercial revenue reached $2.4 billion (1.58 billion Euros) and became the largest revenue source.

Piracy therefore represents a direct business risk. Illegal access can reduce the value broadcasters place on future rights packages, ultimately affecting the money flowing back into clubs and competitions.

LaLiga and CANAL+ are responding by pooling resources. For CANAL+, the agreement also protects its investment in international sports rights. The broadcaster operates in nearly 70 countries and has expanded its relationship with LaLiga alongside its international growth. For LaLiga, stronger enforcement can help protect the value of its global media proposition.

The partnership also carries implications for the wider sports industry. Rights holders increasingly need technology, legal expertise and cross-border cooperation to tackle illegal distribution. The message is clear. Winning a rights deal is only part of the commercial battle. Sports organisations and broadcasters must also protect the content once it reaches the market.

LaLiga and CANAL+ are betting that closer cooperation can make that protection more effective. This agreement may provide a model for other leagues and broadcasters facing the same challenge.

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