FBIN Commercial Excellence Awards 2026: The Nominees

The Commercial Excellence Awards recognizes organizations that have excelled in developing and implementing innovative commercial strategies that drive growth and sustainability in the football industry. This award highlights partnerships, sponsorships, and commercial initiatives that set new benchmarks for success.

We are delighted to reveal the shortlists for the FBIN Commercial Excellence Awards 2026!

The five Award Categories

• Innovative Revenue Model: Honoring organizations that have developed new revenue streams or optimized existing ones in unique ways.
• Hospitality Excellence: Celebrating outstanding achievements in hospitality that elevate the matchday or event experience, enhance brand value, and deliver exceptional service and commercial impact.
• Best Fan Commerce Case: Recognizes innovative fan commerce initiatives that boost engagement and drive commercial success through, for example, merchandising, ticketing, or digital platforms.
• Outstanding Sponsorship Activation: Celebrating creative and impactful sponsorship campaigns that have delivered measurable results.
• Best Tool or Service: Honors tools or services that drive commercial success in the football industry.

Submissions were possible in six categories actually, but we didn’t receive submissions for the category “eCommerce Excellence” – so there won’t be awards in this category.

The eight Jury Members

Following a thorough evaluation of all submissions, the jury has selected the top three nominees in each category. The jury consists of:

• Christian Jäger, Lecturer, Campus M University
• Giorgos Lagaris, Former CCO, Paok FC
• Michael Short, Senior Head of Commercial Affairs, European Football Clubs (EFC)
• Philipp Ostsieker, Managing Director, Transform Sports
• Tori Hufler, American Football/NFL International Advisor
• Trine Hopp, Former CEO, FC Nordsjaelland
• Doris Sassen, Club Consultant, KNVB Expertise
• Emir Samanci, Advisor and former Executive Director at United World Group and Fenerbahce

Emir Samanci replaced Kasper Kronenberg who had to opt out.

The Nominees

Innovative Revenue Model

• Deportivo Alavés
  The Faktory: The Innovation and New Business center
• FK Teplice
  From Storytelling to Revenue: “U nás na Stínadlech” – FK Teplice In-House Documentary Series

Hospitality Excellence

• FC Twente ’65
  SIXTYFIVE Restaurant Concept – SIXTYFIVE Chef’s Experience & Club SIXTYFIVE
• NK Maribor
  Hospitality Ljudski vrt 5*
• Sporting Clube de Portugal
  The Ultimate Experience | Stadium Hospitality New Revenue Model

Best Fan Commerce Case

• FK Bodø/Glimt
  The Outstanding Results of the FK Bodø/Glimt owned platform – launched April 25
• FK Teplice
  Every Fan as a Key Player – FK Teplice Personalized Video & CRM Campaign
• SC Braga
  Fan of the Match

Outstanding Sponsorship Activation

• AC Sparta Prague
  CLEAN KITS DON’T WIN MATCHES
• AGF
  Worlds best Mum
• FK Teplice
  Macron’s First-Ever Christmas Match Kit – FK Teplice × Macron Sponsorship Activation

Best Tool or Service

• Borro
  Smart cups at Club Bruges
• Solution Designers GmbH
  From Spreadsheets to Scenarios: SK Rapid’s Single Source of Truth for Football Planning
• Unidy GmbH
  Unidy – The Identity Standard for Sustainable Commercial Excellence in Football

Congratulations to all shortlisted nominees! The winners will be announced on 3 March, during the Welcome Evening prior the FBIN Commercial Excellence Summit in Budapest.