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In July 2025, the Premier League launched a digital Companion powered by Microsoft Copilot. It can search more than 30 seasons of statistics, 300,000 articles and 9,000 videos to answer questions about clubs, players and matches.
The tool forms part of the Premier League’s five-year agreement with Microsoft, covering digital platforms, match analysis, cloud infrastructure and internal operations.
Other organisations have placed AI closer to content and commerce. Real Madrid is working with Adobe to increase and personalise content production for an audience estimated by the club at more than 660 million people. Benfica has introduced a multilingual AI assistant inside its immersive online store, helping customers explore merchandise in a virtual dressing room.
Manchester City and PUMA gave supporters access to the PUMA AI Creator, which generated possible designs for City’s 2026/27 third kit from text prompts. According to Manchester City’s annual report, fans created 180,000 designs.
These are bespoke projects backed by large budgets and internal engineering teams. Most professional clubs need a faster route: a platform they can deploy without building every component from the beginning.
Blocksport productises the custom-build model
Blocksport focuses primarily on Tier 2 and Tier 3 football and basketball clubs: organisations with established fan bases but no in-house development or data team.
Its platform is also designed for larger structures. Tonybet Virslīga operates it at Latvian league level, combining data across the competition. Belgian Cycling runs the technology at federation level across four disciplines.
Vitória SC provides an example of the deployment model. According to Blocksport, the Portuguese club completed its single sign-on integration in one month and received a complete SuperApp within two months. The club did not need to develop a new platform internally or build a separate team to operate it.
The objective is similar to the projects introduced by the Premier League or Real Madrid: create an owned digital environment, collect first-party data and turn fan activity into measurable actions. The difference is the implementation model. Blocksport offers the infrastructure as a ready product rather than a multi-year custom build.
Blocky works with club data, not general internet knowledge
Blocksport created its AI assistant after clubs repeatedly reported the same problem. They could generate attention through social media and digital content, but they did not own enough data about the people behind that activity. Few could justify hiring separate CRM, data and segmentation teams.
Blocky operates inside the club’s digital environment and connects with the platform’s customer data system. Depending on the integrations available, it can access:
- a supporter’s verified profile and purchase history;
- content preferences and app activity;
- completed missions and loyalty points;
- the time since the user last opened the app.
This is the main difference between Blocky and a general assistant such as ChatGPT. The advantage is not the language model itself, but its access to first-party data and its ability to act inside the platform.
Blocky can recognise that a supporter has not opened the app for nine days and is two missions away from reaching another loyalty level. It can then add the user to a relevant segment, trigger a personalised notification or display a tailored offer. A club employee does not have to export the data and build the campaign manually.
Segmentation starts before the first purchase
Blocksport’s segmentation engine does not need to wait until a supporter buys a ticket or shirt. It can begin with behaviour inside the app.
The system can distinguish between daily users, matchday visitors, casual supporters and fans whose activity is declining. Content preferences create further groups: video viewers, article readers, academy followers or users focused mainly on the first team.
Each segment can receive a different message. Video-first users might receive a new vlog, while academy followers see youth-team results. If a previously active supporter stops opening the app, the system can launch a reactivation campaign before the user deletes it.
Blocksport also connects segmentation with interactive content. Blocky can prepare quizzes, prediction games and voting polls from a short instruction and optional source material. A staff member could ask it to create five questions about a particular player for the segment that interacts most frequently with that player’s content.
The club still checks the facts, wording and tone before publication. Blocky shortens the first stage of production and directs the content to the relevant audience.
Responses feed new information back into the system. Blocksport says the assistant can analyse polls and games to track reactions after a match, interest in a signing or responses to new club content. The result represents participating app users rather than the entire fan base, but it gives staff immediate feedback from a defined group.
From a fan action to a measurable campaign
In Blocksport’s system, a campaign does not have to begin with a sales message. It can start when a user completes a prediction, reads an academy article or reaches a five-day app streak.
That activity can trigger another piece of content, a loyalty reward or a commercial offer. Clubs can connect interactive features with memberships, merchandise, tickets or sponsor campaigns without sending the same notification to every user.
Blocksport reports several results from current implementations:
- At OH Leuven, 97% of active participants earned loyalty points and 92% completed their first mission. Blocksport says the segmentation engine handled the targeting without the club’s marketing team manually creating each campaign.
- At Qarabağ FK, verified fan activity increased from 20% on social channels to 65% inside the club’s app. The same data layer supports a premium subscription with exclusive content and VIP voting, as well as a matchday prediction feature connected with a betting partner.
- At Tonybet Virslīga, segmented sponsor placements and targeted promotional codes produced a 25% increase in sponsor click-through rate and a 40% increase in sponsor visibility, according to figures supplied by Blocksport.
These cases give clubs and sponsors a clearer link between fan data and a completed action. Instead of reporting only reach or impressions, the organisation can track which segment received a campaign and what users did next.
Available now, with the assistant still developing
Blocksport says its news feed, match centre, fan profiles, push notifications, missions, customer data platform, AI segmentation, Cockpit Hub and Blocky assistant are already available across its client base. The Blocky interface supplied to FBIN still identifies the assistant as beta, reflecting its continued development.
The starting point does not need to be a complicated AI project. A club can begin with one repeated task: finding inactive users, preparing a matchday poll or delivering different content to different groups. The system then connects that task with the club’s existing fan data and measures the response.
Partner content produced in cooperation with Blocksport.
