Infront X creates the ideal fan experience for leading clubs 

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With popular football clubs among their extensive client list, Infront X presents as the perfect partner for anyone in the sports industry looking to improve their fan experience. 

Infront X is a digital media company focused on the link between data science and technology and how this can create more personal experiences for users – growing audiences for content owners, bridging the gap between storytelling and technology and creating digital platforms and experiences to help global brands engage with audiences and monetise their investments. 

Infront X works with many of the biggest names in sports, media, entertainment, and gaming, tailoring to meet their interests using data-driven insights to cater to audience passions and empower businesses to make millions of lasting impressions.  

Infront X has established themselves across the world with offices across North America, Europe, and Asia, where they have had a massive impact in helping elite organisations like the PGA TOUR, Verizon, NASCAR, FOX, Chelsea FC, AS Roma, the International Ski Federation, and the International Basketball Federation, as well as many others. 

Forming part of Infront X’s expertise is the way they have delivered fan experience for sporting organisations. One of their leading projects has been with 2020-21 UEFA Champions League winners, Chelsea FC. 

Launched in 2018, The 5th Stand App connects a global fanbase to their club and community. 

During a long-term partnership, Infront X has worked closely with Chelsea’s digital team to create and implement a data-driven digital product strategy, which brings the very best features together on The 5th Stand. The app is designed to let Chelsea’s global fanbase interact with each other and support the club, even when they cannot be in one of the four stands at Stamford Bridge, particularly key to capturing an international audience. 

The collaboration between Infront X and Chelsea both parties to develop and deliver an innovative digital strategy that focuses on deep fan engagement for a truly interactive interface. Since From the time The 5th Stand was released, it has been downloaded over 6.7 million times, making it the fastest growing football app in the world. A recent survey by Chelsea saw 92% of all fans recognise the importance of having The 5th Stand app. 

Moving across to Italy, Infront X and AS Roma FC form another partnership that is in amongst a multi-year deal. Regarded as one of the most successful clubs in Serie A, Infront X saw another perfect opportunity to help a club that has an incredibly passionate global fanbase.

Ordinally, AS Roma were able to relaunch their flagship website in 2018 thanks to Corebine, powered by Omnigon, in conjunction with Infront X. The introduction of the digital media company to AS Roma’s business strategy and planning identified the needs and requirements for the club, through insights gleaned that saw new monetisation opportunities and holistic recommendations to take the digital experience to the next level. 

Infront X were then able to develop and launch mobile apps to cater for the global community, alongside a revamped and responsive website that comes with a host of different languages. A verstaile platform gives AS Roma fans everything they need with in-match and player statistics, as well as enhanced video capabilities. 

Sporting leagues themselves can even get in on the action, as evidenced with the features that Infront X helped the Scottish Professional League (SPFL) with. 

The SPFL were seeking new ways to keep their fans engaged in a time where the league was postponed due to the Covid-19 outbreak. 

When league games were cancelled, Infront X found a way to fill a content gap by using a voting system to reach fans and create those interactions. Each week, they had the chance to vote for which archived match would be streamed each week. 

Eventually when matches resumed, a poll allowed fans to vote on ‘Team of the Season’ content and a variety of other campaigns ensured that fan engagement would always remain at a high. 

To see everything that Infront X has to offer across a range of industries, you can find it here. 

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Liam Watson is the Co-Founder & Publisher of Soccerscene. He reports widely on football policy, industry matters and technology.

A-Leagues and PFA strengthen commitment to stamping out social media abuse

Staff Writer
A-Leagues. PFA and GoBubble
Image provided by A-Leagues

The A-Leagues and Professional Footballers Australia (PFA) are continuing their collaboration with GoBubble Community to stop social media abuse towards Australia and New Zealand’s professional men’s and women’s footballers, through to at least 2027.

First established in April 2022, the use of GoBubble’s artificial intelligence is key to identifying and blocking abusive, derogatory, harmful or offensive content.

GoBubble has implemented an automated solution that picks up sentiment and is tailored to the needs of all organisations in real-time, for example if an ongoing issue presents itself.

The GoBubble partnership is one of the first in its kind when monitoring an entire sporting league. Since the A-League’s adoption, the English Premier League and German Bundesliga and other sports rights holders globally now use technology successfully.

Since April 2022, GoBubble’s technology has protected A-Leagues players and clubs’ social media accounts, with more than 13,000 abusive comments blocked.

The A-Leagues, PFA and GoBubble (through the new GoBubble Foundation launching in 2024) will be running community outreach projects to provide access to the cutting-edge technology for those who play the role in protecting young people in their digital lives.

A-Leagues Commissioner Nick Garcia reiterated that abuse in any form is not accepted:

”Our footballers and clubs provide great entertainment to their many fans across Australia and New Zealand, both on the field as well as through social media content.

“Just like we work to ensure our stadiums are safe for our players and fans, we are also, through GoBubble Community, focused on making social media a safe space for them.

“Online abuse is absolutely not acceptable in football or any walk of life, so we are thrilled to extend our vital partnership with GoBubble Community.”

PFA Co-Chief Executive Beau Busch praised the efforts of GoBubble so far:

“Our collective ambition is to make the A-Leagues the safest competition in world football for players and fans, and that extends to ensuring everyone’s experience online is the best it can possibly be.

“GoBubble has proven to be the most effective way for our players to add a layer of protection online, so that they can continue to engage with fans and grow our football community.”

GoBubble Founder Henry Platten commended the A-Leagues and PFA approach to abuse:

“The A-Leagues’ innovative approach in providing our sentiment artificial intelligence (AI) for all member clubs has positively impacted the digital lives of millions.

“Football is the beautiful game, and by working in partnership with the A-Leagues and PFA, our patent-pending technology is helping everyone enjoy it without the risk of suffering hate or abuse online.

“We care about respectful communication at scale and are proud, together with the A-Leagues and PFA, to deliver another world first in 2024 by providing access to our AI through the GoBubble Foundation to education and charitable organisations working with schools in Australia.”

eSafety Commissioner Julie Inman Grant shared the importance of sustaining this technology:

“It’s great to see this successful partnership being extended to ensure players and fans alike can continue to enjoy the sport they love without being subjected to harmful content.

“Online abuse is an insidious problem that affects all sporting codes from elite to community level, so it’s important that initiatives like this continue to receive support.

“While we might be disappointed with a particular call or play, that doesn’t mean it’s acceptable to unleash a torrent of online abuse. Smart use of safety technologies is an important tool in every football club’s arsenal.

“eSafety has developed specialist resources with sporting organisations and integrity units to help deal with the issue. You can find these resources and report abuse at eSafety.gov.au/sport.”

The research so far:

The issue of abusive behaviour on social media was examined closely by the Australian eSafety Commissioner in their Online Hate Speech report which indicated “around 1 In 7 (14%) adults aged 18–65 are estimated to have been the target of online hate speech.”

The Report also reflected on the negative impact of hateful social media content, finding that “58% (of people experiencing hate speech) report a negative impact from their experience, typically mental or emotional stress, relationship problems or reputational damage.”

Separately, the recent FIFA World Cup 2022 held in Qatar was also examined through the FIFA/FIFPRO Social Media Protection Service Report: Qatar 2022 Analysis. It reported that “targeted individual racism was high volume with more than 300 players being targeted.”

The report indicated 286,895 abusive, discriminatory and threatening comments were detected targeting World Cup participant accounts with sexism, homophobia and racism among the most detected abusive messages.

As proud signatories of eSafety’s Commitment to Online Safety in Sport, A-Leagues and PFA see this extended partnership as a further step in helping to keep all Australians safe online, and a key prevention strategy for athletes and staff who are targets of online abuse.

Find out more about GoBubble Community on their website – gobubblehq.com.

HERO Hybrid Grass: Transforming stadiums for elite football events

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HERO Hybrid Grass
Image via HG Turf Group

In the world of sports, where passion and precision collide, the playing field holds a special significance.

When it comes to hosting elite, high-profile football events, one challenge has always stood out; Maintaining the highest-quality natural grass throughout the entirety of the tournament. This challenge led Hamish Sutherland and his team at HG Turf Group on a remarkable journey of innovation, resulting in the creation of the revolutionary HERO Hybrid Grass.

HERO Hybrid Grass is the result of a ground-breaking partnership between HG Turf Group, Sport Group, Polytan (a member of Sport Group), and GST Global. This consortium of expertise seamlessly blends German synthetic fibre technology, South Korean manufacturing proficiency, and Australian natural grass know-how. The outcome? A technological marvel that is transforming the game of football from the ground up.

Sport Group Fibre: The key ingredient

Central to this innovation is the Sport Group fibre, a pinnacle of German engineering. With a legacy of excellence in developing synthetic grass fibre, Sport Group’s contribution to HERO Hybrid Grass is pivotal. This partnership not only enriches the product’s performance but also propels the industry forward by delving into eco-friendly solutions. Sport Group’s venture into petroleum-free and CO₂ neutral fibres showcases a commitment to sustainability, aligning seamlessly with the changing environmental consciousness.

The hybrid advantage

Hybrid grass, the harmonious marriage of natural grass (95%) and synthetic grass (5%), has revolutionised elite football tournaments. The addition of synthetic fibres augments stability, durability, and consistency to the playing surface. As a result, players experience enhanced ball bounce, ball roll, and secure footing, redefining the dynamics of the game. Notably, this technical edge does not compromise the authentic feel of natural grass—a testament to the meticulous engineering behind HERO Hybrid Grass.

Making the beautiful game even more beautiful

Hybrid grass technology has opened new doors for football enthusiasts. Stadiums have become arenas of unparalleled performance, where players and teams can truly shine. The consistent playing surface ensures breath-taking plays, showcasing the sport at its pinnacle. Moreover, this innovation transcends players and teams, captivating spectators with an unmatched football experience. With HERO Hybrid Grass, fans are treated to impeccable playability, translating into unforgettable moments on the field.

Strong environmental performance

In an era where sustainability takes centre stage, HERO Hybrid Grass stands as a testament to responsible innovation. The partnership between HG Turf Group, Sport Group, GST Global, and Polytan underscores their collective commitment to environmental stewardship. At the end of its useful life, HERO Hybrid Grass is 100% recyclable, contributing to a circular economy. This dedication to reducing the environmental footprint aligns with the partners’ shared values, leaving a lasting legacy both on and off the field.

Pitches made better: By science and nature

The synergy between cutting-edge engineering and the beauty of natural grass is embodied in HERO Hybrid Grass. This remarkable collaboration redefines the playing field and sets new standards for football pitch technology. With installations at prestigious stadiums hosting the Women’s World Cup at venues – such as Stadium Australia, Melbourne Rectangular Stadium, Perth Rectangular Stadium, Eden Park, and Wellington Regional Stadium – the impact of this partnership reverberates across the globe.

In an ever-evolving world where innovation is paramount, the HERO Hybrid Grass story is a testament to what can be achieved when expertise from around the world converges with a shared vision. As the football world looks forward to more elite events, it’s clear that the hero of the field isn’t just the player – it’s the ground they stand on.

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