What’s your football team got to do with telco? Quite a lot, actually!

Is this blog the right place to talk about football? Well, MWC2025 featured a “Sports Congress” in its agenda. Why? And why, if you’re in telco, should you care?

If you support a football (or any other sports) team, then you’ll probably be interested to know that the subject of sports and technology is one that, increasingly, can’t be ignored by those in the telco industry. Indeed, the marriage of the two is now significant enough that Mobile World Congress 2025 had its own sports-led agenda. In this blog, we’ll try to explain why.

Put simply, the answer is because sports organisations are using technology and connectivity in ever more expansive ways to increase revenues and enhance their relationships with their fan bases. So, let’s look at how that works. There are several different strategies that can be leveraged.

Mobile applications and digital platforms

Any of us who follow a sports team will be aware of, and probably already using, dedicated apps that deliver live scores, exclusive content, and ticket purchasing functionality. We get access to tailored content focused on our favourite teams and players.

Engaging through social media

What team, these days, doesn’t use outlets like Instagram, Twitter, TikTok, and Facebook to build closer relationships with supporters using behind-the-scenes content and fan interations? Indeed, players often engage directly through live Q&As and like, cementing lucrative relationships.

Streaming/on-demand content

Over-the-top (OTT) services like NFL Gamepass, ESPN+, and DAZN offer live streaming of matches to which many of us subscribe. And AI-powered highlights allow us to watch personalized clips of our favorite players and teams.

Coming next: Smart stadiums and smart experiences

5G-enabled stadiums, some already here, provide real-time stats, food ordering, and AR experiences through apps while you’re actually watching your team. And contactless payments and mobile ticketing enhance convenience.

There are many, many more examples of areas in which telco and sports dovetail, too many to investigate here but which include:

• Fantasy Sports & eSports Integration
• NFTs & Digital Collectibles
• AI & Data-Driven Personalization
• Wearables & Connected Fitness
• Community & Loyalty Programs

Use cases

There are plenty of live use-cases that provide detailed examples of how sports teams harness telco and technology. Let’s look at a few:

• Basketball team Golden State Warriors (NBA) has a mobile app that provides personalized notifications, AR experiences, and in-arena navigation. Fans can order food and merchandise directly from their seats using the app.
• Manchester United’s (Premier League) app offers exclusive interviews, live match commentary, and a personalized content feed based on fan preferences.
• F1 uses TikTok and Instagram Reels to share behind-the-scenes content and driver interactions. Fans vote for the “Driver of the Day” on social media during races.
• UFC (Mixed Martial Arts) fighters engage with fans on Twitter and Instagram, and UFC regularly hosts interactive Q&A sessions. UFC’s “Embedded” YouTube series gives fans a look into fighter training camps before big fights.
• Dallas Cowboys (NFL) use AR filters for fans to try on virtual helmets and jerseys. VR tours of AT&T Stadium allow fans to experience a game-day atmosphere from home.
• La Liga (Spanish Football League) has launched its “LaLiga Space” in the metaverse, where fans can interact virtually and watch highlights.

Again, the above are just a few among many examples.

For telcos, the bottom line is opportunity. The relationship between sports and the telecoms industry is a vital one that’s only set to further expand. For vendors of telco solutions, there’s a great to deal more to think about than just the performance of your team. You might, in fact, be able to directly enhance its chances of future success!