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A brief look back at the Marketing Excellence Summit in Prague.
More than 100 attendees from all across Europe gathered in Prague for the Marketing Excellence Summit 2026, with more than 20 international clubs and leagues being present.
Six thematic tracks on two stages at the epet Arena, home of AC Sparta Prague, delivered insights, learnings and food for thought. Find some key statements of the 20+ sessions below.
Dario Buff, Digital Marketing Manager, FC Zürich:
Unified data is key. By implementing single sign-on, we reduced friction and improved the fan journey.
Afram Kakur, Director Brand & Experience, VFB Stuttgart:
If you want to become a big club, you need to start acting like one.
Jorge Frias Rocha, COO, Famalicão FC:
When you’re a mid-size club you need to be direct and interactive with your fans. You can’t grow in facilities and size, but you can grow in digital. You can communicate better and get a better sense of belonging.
Scott Gormal, Director Strategy & Growth, Aberdeen FC:
Don’t market the same to everyone – market to specific people with specific needs and wants.
Miroslav Opatrný, Business Development, simply-X:
Fans do not experience systems; they experience the journey. The fan should be the center of the journey. Start with fans, rather than systems.
Sophie Davis, Deputy Head of Media, Swansea City FC:
Investment means we now have two audiences – local and global. The trick is trying to find a balance.
Jesse James Wahlberg, Head of Communication, Mjällby AIF:
I’m not doing content for me; I’m doing it for the fans and the community.
Andrea Previati, Strategic Revenue Manager Sport & Esports, Como 1907:
Football today is about more than the stadium. It’s about creating unforgettable moments across the entire city and attracting a new generation of fans.
