Programme • FBIN - Football Business Inside

FBIN Management Excellence Summit 2026

Tuesday, November 17

Location & Time	Info
Estadio José Alvalade 18.30-21.00	Exclusive Welcome Evening & Management Excellence Awards Presentation Exclusively for Speakers, Partners and attendees with a Premium Ticket. Limited to 70 attendees.

Wednesday, November 18 – Stage 1

Time	Session	Speaker
8.30	Doors open
9.30- 9.40	Opening Words
9.40- 11.20	Track: Venue Strategy & Operations
9.40- 10.00	A new stadium project: something beyond sports	Ramón Alarcón CEO, Real Betis
10.05- 10.25	tba.	Paolo Monguzzi Stadium & Consumer Business Director, Juventus
10.30- 10.50	A bold new approach to hospitality How hospitality and food and beverage are fundamental to creating a memorable matchday or event experience, and how their early integration into the architectural design can shape spaces that are engaging, efficient and commercially successful.	Charlie Fordham Principal, Populous
10.55- 11.20	Panel Discussion: Designing Venues That Perform What makes a stadium work, for fans on matchday and for the club’s business all year round? The panel looks at how clubs can plan, design and develop venues that create great experiences, generate revenue and stay relevant for the future. Moderated by Georg Pangl	Robert Faulkner Chief Business & Communications Officer, Wrexham AFC John Jackson BD Director, Fenwick Iribarren Architects Maximilian Madeja Managing Director & Partner, SLC Management Andrea Ruberti Chief Marketing & Communications Officer, FC Lugano
11.20- 11.55	Networking Break
12.15- 14.00	Track: Financial Management
12.15- 12.35	tba.	tba.
12.40- 13.05	The Whole Club at the Push of a Button? How FC Basel is integrating commercial, sport, squad and matchday planning.	Friedrich Dietz Corporate Financial Advisor, FC Basel Thomas Wiedner Marketing & Business Development Consultant Solution Designers
13.10- 13.30	The Revenue Hiding in Plain Sight Turn the data you already have into sponsorship income.	Thomas Badura Founder, Above Sports Jesper Kjær-Christensen Commercial Director, Above Sports
13.35- 14.00	Panel Discussion: Revenue that survives results How much of the budget depends on league position, Europe or player sales, and how do you build a base that holds in a bad season? Moderated by Clément Laverdine, LaSource	Friedrich Dietz Corporate Financial Advisor, FC Basel Joao Cunha Commercial Director, SC Braga more panelists tba.
14.00- 15.00	Lunch Break Takes place on floor 2.
15.00- 17.05	Track: Innovation & Technology Integration
15.00- 15.20	tba.	Karel Cardinaels CEO, Radikal
15.25- 15.45	One Login. The Whole Club. How SC Braga and webook transformed the entire fan ecosystem in just five months, without stopping the game.	António Gomes de Menezes Transformation Office Lead, SC Braga Johannes Lippert VP International Business Development, webook
15.50- 16.10	The merchandise endgame: How we grow net revenue without extra stock or staff Most clubs measure merchandise by revenue. The real question is what is left after buying ahead, unsold stock, storage and the people who pick and pack. Mark van Wijnen of Podify Pro shows how they run merchandise as a risk-managed business line with their partner clubs: buy only what is proven, sell the rest before it is made, and grow net revenue without adding stock or staff.	Mark van Wijnen Podify Pro
16.15- 16.35	Winning with AI: What it takes for football organisations to turn AI into real value In this keynote, I’ll explore how football organisations can move beyond AI experimentation and turn AI into tangible, measurable value. Drawing on practical examples from leading sports organisations, I’ll highlight what it takes to successfully implement and scale AI.	Tomas Overhof Digital innovation & AI, Bluepitch Football
16.40- 17.05	Panel Discussion: From Ticket Buyers to Superfans: How AI Is Transforming the Fan Journey Moderated by Jaime Dominguez	Jules Delille Head of CS, Eventori Quentin Lebranchu Head of Sales, Arenametrix
17.05- 17.30	Networking.

Stage 1 is moderated by: Marcel Yildiz, FBIN

Wednesday, November 18 – Stage 2

Time	Session	Speaker
8.30	Doors open
10.05- 10.25	Fireside Chat Building a Global Club: Lessons from Both Sides of the Atlantic What does it take to grow a club’s brand, fanbase and business far beyond its home market? Bringing together perspectives from US and European football, this session explores which strategies, markets and partnerships really drive international growth, and what both sides can learn from each other.	Andrew Hosmar Advisor, Glasshouse Group (Ex New England Revolution, San Diego FC, and Houston Dynamo) Gianluca Santaniello Director of Development, International and Strategic Initiatives, Olympique de Marseille
10.30- 13.00	Track: Digital Development & Growth
10.30- 10.50	Data-Driven Club Management: One Platform, One Login, One Profile, One Journey For many sports organizations, ticketing, eCommerce, mobile apps, websites, newsletters, and content management still operate in separate systems. stackwork demonstrates how leading sports organizations, including Eintracht Frankfurt, SK Rapid Vienna, the iconic Nürburgring racetrack, and Füchse Berlin, are transforming fragmented digital touchpoints into a seamless, connected fan journey. By connecting data across systems, creating a unified fan profile, and delivering personalized experiences at every stage of the fan journey, stackwork enables truly data-driven club management, stronger fan engagement, and new revenue opportunities.	Philipp Niemeyer COO, stackwork
10.55- 11.20	Panel Discussion Digital Innovation for Commercial Growth Which digital tools and innovations can really move the needle on a club’s commercial growth? The panel brings club and tech perspectives together to discuss where digital creates new revenue and efficiency, and what it takes to make it work in practice. Moderated by LaSource	Bernardo Azevedo General Director, Liga Portugal Dr. Sebastian Flegr Director Strategy, Innovation, & Digital, Hamburger SV Wieland Schwarze Chief of Staff, 1. FSV Mainz 05 Jan-Georg Streletzki CEO, Unidy
11.25- 11.45	Fans, Data & Partnership Revenue: 365 Days of Fan Connection Lotte Denoo, Club Brugge’s head of loyalty, on Club Pay: the vision, the choices behind it, and how linking fan spend to club partners creates value for the fan, the partner and the club at the same time. Yves Prössler, COO of Auric, on the technology that makes it work: how open banking turns everyday fan spending into insight clubs can act on, and why that opens a year-round revenue stream well beyond matchday.	Lotte Denoo Head of Loyalty, Club Brugge Yves Prössler COO, auric
11.45- 12.15	Networking Break
12.15- 12.35	tba	tba.
12.40- 13.55	Track: Sustainability & Responsibility
12.40- 13.00	BEYOND THE PITCH: Social Responsibility Is Part of Our DNA At SK Slavia Prague, we believe that football has the power to change lives and make a positive impact on society. Through our CSR strategy and projects focused on health, education, community support and cooperation beyond football rivalries, we show how a football club can make a real difference beyond the pitch.	Michaela Schejbalová CSR Director, SK Slavia Praha Dominika Dvořáková CSR Project Manager, SK Slavia Praha
13.05- 13.25	tba.	tba.
13.30- 13.55	Panel Discussion: From Ambition to Action: Driving Sustainability & Responsibility in Football Many clubs have big ambitions on sustainability and social responsibility, but how do you turn them into projects that fans, partners and the community actually feel? The panel looks at how clubs move from strategy to action, and how responsibility can strengthen both a club’s impact and its bond with fans. Moderated by Jaime Dominguez	Ramón Alarcón CEO, Real Betis Helena Costa Board Member, FPF Foundation Tim Evens Fan Acquisition Manager, KRC Genk
14.00- 15.00	Lunch Break Takes place on floor 2.
15.25- 17.05	Track: Leadership & Organizational Development
15.25- 15.45	Fireside Chat Organisational Development – the Case of FC Alverca Moderated by Bernd Fisa	José Miguel Albuquerque CEO, FC Alverca
15.50- 16.10	Beyond the Pitch: Can Tradition and Innovation Play on the Same Team? Tradition and identity are at the heart of every football club – but how do they fit with the need to innovate and evolve? Taking a look behind the scenes at VfL Bochum 1848, this session explores how people, organizational culture and fresh perspectives can help drive change and open up new opportunities beyond the pitch.	Leonie Hauptvogel Head of Social Engagement and Innovation, VfL Bochum 1848
16.15- 16.35	FC Lugano – Building a Community with a Reason to Believe How brand, digital transformation and local identity brings our club closer to its people.	Andrea Ruberti Chief Marketing & Communications Officer, FC Lugano
16.35- 17.30	Networking.

Stage 2 is moderated by: Carlos Vicente

Details are subject to change.

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