Fan engagement platform from Fortress trusted by world-leading teams 

Liam Watson
Within the sports and entertainment industry, Fortress GB have built themselves into a trusted partner for over 130 teams around the world. 

Within the sports and entertainment industry, Fortress GB have built themselves into a trusted partner for over 130 teams around the world. 

The interactive data platform Fortress One has been developed to give teams a better understanding about who their fans are, leading to an improved fan engagement and maximises the value of this experience. 

Over 130 the world’s leading sports teams have already chosen Fortress, who transform the way stadiums and venues operate. Their highly regarded reputation has seen them link up with 16 of the 20 current English Premier League teams. By providing better access to data, Fortress can uncover new revenue streams for game day and any commercial activities. 

Fortress were found in 2001 with their technology encapsulating both radio-frequency identification (RFID) and near-field communication (NFC), to power digital ticketing implementation. 

They are committed to bringing the best to any organisation, backed by their 20 years of industry experience. Fortress can be on the front foot during events, catering for the ever-changing needs of fans and customers. Their platform ranges across four different categories. 

Loyalty: Personalise the in-venue and online experience to maximise the value to each fan. 

  • Fans can earn rewards for their participation with particular content. Each point of customer engagement is turned into a potential source of rich value. Rewards can include experiences, live campaigns, upgrades, discounts, and rich media content. 
  • 30 days of sport can grow into 365 days of engagement – hook in ticketing, attendance, concessions, merchandise, digital, interactive games, social and even sponsors and commercial partners are areas of note. 
  • Fans can access rewards anytime anywhere through a powerful mobile optimised portal, built to catch the eye.

Payment: Drive revenues from in-stadium spend, across sponsors and commercial partners. 

  • Stored value, loaded tickets, cash-back incentives and variable discounts can all be delivered in real time, through a powerful payment platform. 
  • Proven to drive spend and satisfaction as part of an overall loyalty and rewards strategy. 
  • The range of the payment program can be extended via the new Merchant Connect facility – a powerful platform add on that hooks in commercial sponsors, partners and local merchants. Fans can benefit from their day-to-day spend and taps into a rich new source of data and revenues. 

Access: Deliver the best game-day experience with real-time stadium access information 

  • Knowing who is in the stadium and understanding the complete chain of custody of any ticket is key to building a valuable database of fans and providing the best game day experience. 
  • Fortress Access components is a highly proven and robust access solution used by many of the world’s leading venues – with specific solutions for general admission, secondary, VIP and suite access. 
  • Regarded as the leading innovator in contactless RFID and mobile ticketing, Fortress is pushing the boundaries of digital identify even further as the world moves to NFC and biometric technology. 

Analytics: Generate personalised and actionable insights by unifying data across multiple sources. 

  • Understand and target fans with personalised content, rewards, incentives and services. 
  • Data is valuable if it can be applied to business questions. Access’ platform is designed for Sports Teams – focusing on delivering precise insight that can support business growth across all customer touchpoints. 
  • There’s potential to engage with fans not seen before by capturing their attention and tailoring to their interests and preferences. 

In the overall scheme of things, Fortress understands what different teams want to achieve and can then develop a strategy that brings long-term results. Among their success stories, Fortress have seen increases of 30% and 50% for first season attendance and retention rates through their loyalty program respectively, while redemption rates of in-stadium partner campaigns went up 20% and concourse spend up 25%. 

Innovation is part of Fortress’ DNA, so they are always on the lookout for new technology solutions for the world of sports and entertainment, endeavouring to match an organisation’s goals. 

To see more of Fortress in action and get an insight into their extensive clients list, you can find it here. 

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

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Image Credit: FC Bayern Munich

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

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Image Credit: Shutterstock

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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