Future-proofing football from AI to Gen Z
Thursday, March 6, 2025
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UEFA and European football's 55 national associations are working together to ensure we keep pace with the ever-changing world we live in.
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How can European football’s marketing and commercial teams continue to innovate in a fast-paced and ever-changing world?
That was the key question at our recent UEFA Grow conference, in Athens which brought together all 55 national associations to share the latest technologies, best practices and information, ensuring each of them has access to industry experts as they work to increase their revenues and reach.
"Openly sharing best practices and listening to established football experts is still – and will always be – the best way forward."
What are three important tactics for commercial success?
1. National associations must be agile, prepared for change and adapt quickly to stay competitive
2. They should prioritise strategic relationships that drive commercial value and engagement with supporters
3. Planning for the big moments in the football calendar is crucial and helps to maximise opportunities
What was on the agenda in Athens?
The conference was organised as part of our UEFA Grow initiative, which offers strategic development support to our national associations, helping them to raise standards off the pitch to improve the game at all levels on it.
The two-day conference featured presentations and discussions on all the latest trends in sport and media, from technological innovations and digital audiences to identifying sponsorship opportunities and boosting revenues.
"Learning from the experience of other NAs through exchanges like those at UEFA Grow - has been invaluable, and this collaborative approach is essential for future opportunities."
Who was there?
Key players from across the football, technological and digital industries filled the room for each of the sessions. This included technology experts from TikTok, UEFA commercial partners Just Eat and Lidl, and marketing and commercial leads representing each of Europe’s national associations.
"Listening to those who live and breathe the game every day is essential in setting a strategy that works, and then it is important to focus your marketing to be as simple and impactful as possible. It has been a pleasure to share our findings with the other national associations and help their future development too.”
Where can I read more?
Further details and report are available here.
What comes next for UEFA Grow?
The next UEFA Grow conference will convene finance and human resources experts in Rome from 7-8 May.