Legia Warsaw, a top Polish football club, has launched an interactive fan engagement initiative at its 5G stadium. The project, developed in collaboration with Fan Apps and IBM, aims to bridge the gap between physical matchday experiences and digital engagement. Fan Apps, an IBM Business Partner, implemented the solution using its UseAward platform, built on IBM® watsonx® and IBM Cloud®.
The first test of this technology took place during the club’s 110th anniversary Legends Match, featuring over 80 club legends. Fan Apps quickly deployed a branded Battle of the Legends quiz in just 8 days, handling all aspects from setup to live execution. Fans participated by scanning a QR code on stadium screens, with no app installation required. This approach ensured that every entry could be traced back to the stadium, and GDPR-compliant consent was captured for each participant.
The quiz also included real-time answer tracking, allowing winners to be identified within minutes. By halftime, these winners were invited to take penalties against a Legia legend in front of a packed stadium. The success of this initial test has paved the way for further integration of fan data. Fan Apps is now consolidating data from every quiz into a centralized system, with plans to use watsonx Orchestrate to segment fans based on interests and behavior. This will enable automated marketing tasks, such as sending targeted partner offers to the most relevant fans.