Ebury named as Official Fintech Partner of  Southampton Football Club for the second  season  

Ebury, one of the world’s leading fintechs has extended its partnership with the EFL Championship team Southampton Football Club for the 2025/26 season, continuing as the club’s Official Fintech Partner.


Building on the successful relationship established in October 2024, the renewed agreement will see Ebury continue to provide its market-leading expertise in global financial operations to support the club’s growth ambitions.


As part of the partnership, Southampton will have ongoing access to Ebury’s online payments platform, currency exchange solutions and money transfer services. Ebury’s branding will also continue to feature prominently around St Mary’s Stadium, including on LED and big screen displays during matchdays.
This renewal further strengthens Ebury’s growing global sports portfolio, which includes partnerships with football clubs such as Aston Villa, Rangers and PSV Eindhoven.


Through its dedicated sports business unit, Ebury demonstrates its expertise by providing tailored solutions to manage cross-border payments, FX risk, sponsorship transactions, global merchandising, player trading and significant capital expenditure for sports clubs, agents, and athletes.


Ebury operates from more than 40 offices in over 29 markets, employing 1,800 people. Its comprehensive range of services includes international payments and collections, FX risk management and business lending – helping global sports organisations trade and expand internationally with confidence.

Peter Brooks, Global Head of Sports at Ebury, said: “We’re thrilled to extend our role as Official Fintech Partner of Southampton Football Club in the upcoming second and third seasons and look forward to their ongoing success in the championship. In today’s football industry, clubs like Southampton require fast, secure and globally connected financial solutions – exactly the kind of support Ebury specialises in delivering. Our experience working with leading sports organisations around the world means we’re uniquely placed to anticipate their evolving needs and help the club navigate the complexities of international trade and seize new opportunities.”


Dave Driver, Finance Director at Southampton FC, added: “Ebury has been a fantastic partner to work with, providing a high level of expertise to support our finance operations. Together, we’re excited to keep building on the strong foundation we’ve created.”

EA SPORTS and NHL announce NHL EDGE Partnership and ICE-Q 2.0 Integration

Electronic Arts Inc. has announced a groundbreaking new partnership with the National Hockey League to integrate official NHL EDGE data directly into EA SPORTS™ NHL® 26, marking a new era for authenticity in sports gaming and entertainment. This collaboration brings the same advanced analytics used by NHL teams into the hands of players and fans, powering the all-new ICE-Q 2.0 gameplay system for the most realistic hockey gameplay ever.

For the first time in franchise history, real-world Puck and Player Tracking data – captured by infrared technology and arena cameras across all 32 NHL rinks – is seamlessly woven into the fabric of NHL 26. The NHL EDGE system tracks millions of data points, from skating acceleration and top speed to shot power, shot location and save types, all of which now inform on-ice behavior in NHL 26. ICE Q 2.0 powered by NHL EDGE ensures the in-game action mirrors the intensity and individuality of the NHL’s best. 

With  ICE-Q 2.0 players will notice significant differentiation between superstar athletes. Real NHL data directly influences player attributes and personal tendencies like skating speed, shot power, signature playstyles, and even goalie reactions, elevating the experience with authentic intensity and strategic depth. This unique integration allows every player to live their NHL dream – moving, thinking, and playing just like their favorite athletes.

“The energy from the NHL is electric, with its diehard fans and the talent and physicality of the athletes. It’s our job to translate that energy from the ice to the screen and make it as realistic as possible,” said Cam Weber, President, EA SPORTS. “By harnessing the very same data points the NHL uses to inform all sorts of game-time strategies, EA SPORTS is doubling down on innovations and partnerships to make the most true-to-life reflection of hockey possible.”

“The partnership with EA SPORTS and NHL EDGE is about more than just numbers, it’s about bringing the soul of our game to life for a new generation,” said Brian Jennings, NHL Chief Branding Officer and Senior Executive Vice President. “We’ve spent years developing our best-in-class Puck and Player Tracking system to help grow the game and create new fan experiences. By placing league-grade analytics in the hands of every fan, we’re deepening the connection between the real NHL and Chel, and setting a new standard for sports gaming immersion.”

The Role of Data in Sports Marketing (And How to Use It Effectively)

This article covers the role of data in sports marketing, highlighting how a strong data strategy enables deeper fan understanding, personalised content, smarter decisions, and sustained growth in engagement and revenue.

Why Are Many Sports Marketing Strategies Ineffective?

Many sports marketing strategies fall short because they rely heavily on assumptions. This often leads to poorly targeted content, limited visibility on performance, and missed opportunities to show value to sponsors.

Data is the key to solving these challenges. It enables a deeper understanding of audience behaviours, leads to personalised communication, and increases ROI.

In this InCrowd article, we’ll explain the role of data in modern sports marketing and how a strong data strategy can transform the way you connect with fans.

But first…

Why listen to us?

At InCrowd, we help sports organisations build clear data strategies and implement the right technology to personalise fan experiences, grow their marketable database, and drive revenue. With proven success across major rights holders like Crystal Palace FC, Premiership Rugby, and UEFA, we have clear insight into what drives successful data-driven sports marketing.

What is the role of data in sports marketing?

Data plays a central role in shaping effective sports marketing strategies. It helps marketers:

  • Understand fans beyond basic demographics by analysing behavioural patterns.
  • Deliver targeted messaging that drives stronger campaign performance across all channels.
  • Improve decision-making with insights that reveal what resonates and what doesn’t.

Data also supports long-term planning. By tracking trends and campaign results over time, you can:

  • Make informed decisions on where to invest resources.
  • Prioritise the right platforms for maximum fan engagement.
  • Adapt strategies as fan expectations evolve.

How to use data effectively in sports marketing

1. Build the right infrastructure

To use data effectively, you must start with a strong digital foundation. This means selecting the right tools to collect, store, and manage data from sources like ticketing, retail, social media, email, mobile apps, and in-stadium activity.

At InCrowd, we do this by setting up data capture systems across major touchpoints. For SA20 Cricket, this meant implementing Cortex Promo Blocks across their website to power fan polls and competitions and capture fan data.

Effective data use starts with your technology stack:

  • CRM: The central hub for fan profiles and interactions
  • Website and App: Capture behavioural data and enable engagement
  • Email Platform: Deliver personalised communications
  • Ticketing & Transactions: Link purchase data to individual fan profiles

It’s also important to invest in secure, scalable digital platforms that prevent data fragmentation and comply with UK GDPR. With the right infrastructure in place, personalisation, segmentation, and long-term growth are possible.

2. Design smart, automated campaigns

Once the right infrastructure is in place, the next step is to use that data to power intelligent, automated marketing. This helps you deliver timely, relevant messages based on real fan behaviour.

With high-quality data, you can design campaigns that:

  1. Segment audiences by behaviour, preference, or lifecycle stage
  2. Trigger automated messages at key moments, such as welcome emails, birthday offers, or abandoned cart reminders
  3. Use dynamic creatives tailored to each fan’s interests
  4. Balance frequency and timing to avoid fatigue and message overload

Automation allows you to scale one-on-one communication without increasing manual effort. Whether it’s a welcome email after first app download, a targeted offer following a match attendance, or a reminder for a lapsed purchaser, automated workflows ensure the right message reaches the right fan at the right time.

3. Use data to personalise the fan experience

A personalised approach ensures that fans receive the right content, at the right time, through the right channel. This makes their experience smoother and more enjoyable.

We worked with Crystal Palace FC to bring this to life by launching exclusive video content within their app, supported by an integrated data warehouse to track fan behaviour. These insights were then used to deliver personalised marketing based on each fan’s interests and actions.

Here’s how data can power personalisation:

  1. Recommend content based on viewing habits: Show fans highlights, interviews, or features similar to what they’ve previously watched
  2. Promote merchandise tied to fan interests: Use purchase history or favourite teams to guide product suggestions
  3. Send location-specific updates: Notify fans about local events, ticket availability, or regional offers
  4. Mark personal milestones: Use fan data to automate messages for birthdays, anniversaries, or renewals
  5. Adjust message frequency: Increase or reduce how often fans are contacted, based on how often they engage

Personalisation works best when it’s consistent and based on accurate data. The more relevant your communication, the more likely fans are to stay engaged and respond positively over time.

4. Measure, learn, and optimise

Rather than relying on assumptions, data allows sports marketers to understand what’s working, what’s not, and why. The key is to define meaningful KPIs and track them consistently.

Focus on metrics that reflect both engagement and business impact, such as:

  1. Open and click-through rates: Assess the effectiveness of email and push campaigns
  2. Conversion rates: Measure how well campaigns drive actions like ticket purchases or merchandise sales
  3. Fan lifetime value (LTV): Understand long-term ROI and retention performance
  4. Channel performance: Identify which platforms deliver the best results for different audiences
  5. Content engagement: Track views, shares, and dwell time to refine creative strategy

Once the data is in, use it. Build regular reporting into your workflow, share insights across teams, and run different tests to validate changes.

5. Continuously refine your strategy

To get the best results, regularly analyse performance, test new ideas, and adjust your campaigns based on what the data shows. Small adjustments made consistently can lead to significant long-term gains.

Key ways to keep refining your strategy include:

  1. Run A/B tests: Try different subject lines, images, or calls to action to see what drives better results
  2. Track fan trends over time: Identify shifts in behaviour, content preferences, or purchase patterns
  3. Compare channel performance: Understand which platforms perform best for different audience segments
  4. Update segmentation rules: Adjust how you group fans based on new insights or changes in behaviour
  5. Review and revise goals: Make sure your KPIs still align with business priorities and campaign focus

Continuous refinement ensures that your strategies are driven by what actually works, not what used to.

Turn sports data into actionable growth with InCrowd

A structured, data-driven approach enables you to understand your audience better and create personalised experiences that drive measurable results. However, the key is not just collecting data; it’s knowing how to use it.

At InCrowd, we help leading sports organisations build the infrastructure and strategies they need to capture and use data effectively. From content delivery to CRM and fan platforms, we’ve supported Crystal Palace FC, SA20, and others to build connected, data-driven ecosystems.

Fan Engagement Index 24/25 underlines importance of supporter collaboration as new Football Regulator nears

Football clubs need to put more resources in to fan engagement in the new era of the Independent Football Regulator – according to Kevin Rye, creator of the seventh Fan Engagement Index which has been launched recently.

While Fan Advisory Boards are now a mandatory part of the infrastructure at Premier League clubs, more needs to be done to ensure fan voices are listened to and that clubs are held accountable.

Only three Premier League clubs make the Fan Engagement Index top 20, with Everton, Brighton and Brentford recognised for their commitment to involving fans. Manchester United earned a Merit award, finishing 22nd.

Kevin Rye said: “Now more than ever, clubs across the football pyramid need to do more to engage with their most important stakeholders – the fans – to ensure that there is an understanding and adherence to their strategy, their culture and their mission.

“We have seen that English football is now a global phenomenon right the way down to the National League and the clubs that do well invest in engagement with consistent commitment from staff, owners and fans across the country to make it work.

“The Fan Engagement Index has already massively impacted the activities and increasingly, the culture of football in this area, but there is still so much more to do. It is not longer a ‘nice to have’ and we’ve already worked with a number of clubs who are keen to improve in this vital area.”

Now in its seventh year, the Fan Engagement Index provides the only objective measurement of fan engagement in English men’s football, benchmarked against other clubs, recognising and rewarding clubs that practise good fan engagement, and helping them to identify where they could improve. From this year it now covers the National League Premier Division.

Exeter City lead the way with their seventh first-placed finish, with Carlisle United and Lincoln City joining them in winning a Gold award. Silver awards go to AFC Wimbledon, Norwich City, Cambridge United, Doncaster Rovers and Swansea City while Bronze awards go to a dozen clubs.

Everton were recognised for their outstanding progress in engagement which sets them apart from most of their rivals against a backdrop of new owners and the move to the Hill Dickinson Stadium from their beloved Goodison Park.

Everton Chief Executive Angus Kinnear said: “A club is strongest when it listens, involves and evolves alongside its supporters. From helping shape the matchday experience to major moments like planning for and moving into our new stadium, our fans have contributed and participated, both through our regular meetings with formal fan representative groups, and through the feedback we gather from across our fanbase via regular surveys.

“Actively engaging with supporters will remain at the heart of our ethos as we move forward at Hill Dickinson Stadium, our new home which has been shaped by our fans to reflect
their passion, pride and place at the centre of our Club’s story.”

Swansea City were the highest-placed Championship club and amongst other things have, since 2003, had a position of Supporter-Director that helps to underpin much of their approach to operating the club. The work of their fan engagement team also successfully ensures that they listen across the club, so that fans across the board are involved in helping to shape how the club acts and what it offers.

Tom Gorringe, Swansea City CEO, said: “At Swansea City we believe fan engagement is about building tangible connections with supporters in an authentic way. Community engagement and togetherness is a key part of our club’s DNA and the Fan Engagement Index digs much deeper giving insight into how we engage supporters on strategic level.

“The Fan Engagement Index also marks us on what is visible to supporters acting as a valuable sounding board on where we can be more transparent and make improvements that benefit supporters. The work Kevin does in compiling the Fan Engagement Index, is admirable, creating a valuable resource for us and clubs up and down the country to see how we fair in all of the areas that matter the most to supporters.”

Norwich City are another club who have consistently ensured the voice of supporters is placed at the heart of what they do, through a supporter advisory board, work with the Canaries Supporters Trust, and active and daily work with fans.

Elliot King, Norwich City’s Head of Supporter Engagement & Public Affairs, commented: “We are delighted to have been recognised again in Think Fan Engagement’s Fan Engagement Index. While there have been heightened conversations at a national level around fan engagement – particularly with the introduction of the new Regulator – this is not something new for us and is something we have been doing for a number of years.

“For us, fan engagement isn’t about ticking boxes, it is about sound and transparent structures. It is also about consistency and creating a culture of openness with our supporters on the issues that matter most to them, which in turn makes for better decision making for the club, its fans and the wider community.”

This year, Lane Clark & Peacock (LCP) supported Think Fan Engagement by analysing overall trends over the past seven years, and also looking in particular at clubs which have excelled throughout or upped their game significantly over the period.

David Millar, Head of Fan Engagement at LCP, said: “Interestingly, a high or improving score doesn’t appear to correlate with spending power. We believe that the most significant correlation will be with engagement by the Board.

“Clubs who make open and honest communication with fans a strategic boardroom priority tend to do far better when it comes to Fan Engagement, demonstrating that doing the right thing by your fans is achievable if considered important. We look forward to seeing the fan engagement and consultation provisions in the Football Governance Act bring this into still greater focus across all of these clubs.”

For the first time, the National League top division has been included, and Southend United, who missed out in the play-off final at the end of last season, have been recognised for the great work that they have done over the past year.

94%: The Link Between Women in Sport… and Business Success

While the increase in spectators, sponsorship and success in women’s sport is more self-evident, what is not so obvious is the positive effect playing sport has on women in business. David Granger spoke to the hosts of a new podcast examining that link between women’s sport and business…

The Euros football final in July was another sign women’s sport is gaining momentum, building a sustainable model.

The commercial value of women’s sport is growing while participation and sponsorship is similarly on the up. But, while the business of women’s sport is growing, the impact of sportswomen in business also has an impact – all the way to the boardroom.

Research from EY shows 94% of women in C-suite roles played sport growing up. Ninety-four percent.

That stat inspired former international hockey and cricket player Nikki Symmons and actor and producer Rachel Shelley to launch the 94% podcast — an exploration of how early participation in sport builds resilience, leadership and skills which translate off the field of play.

The pair met when Shelley interviewed Symmons for Diva Magazine and later invited her to a Pride event in Switzerland… and their conversation turned into this joint project. 

One statistic kept coming back to them: that 94%.

For Symmons, the figure resonated — she completed the EY Women Athletes Business Network (WABN) program as part of her own post-athlete career path. They – rightly – believed the number would spark a wider conversation. 

“We knew this wasn’t just a corporate story,” says Symmons. “It applies in entertainment, media, politics — any field where women succeed.”

The podcast launched with a clear audience: women of all ages, but also parents, to highlight the importance of encouraging girls to play sport. The first episode featured actor Jennifer Beals.

The guest list now includes women from sport, business, and entertainment — all exploring how skills like resilience, determination, and teamwork shaped their journeys. Dream guests? Well, if Michelle Obama, Emma Watson, Pink, and Ilona Maher are reading this, women who have credited sport with helping shape who they are, then the pair would like them to get in touch.

The link between sport and leadership is pretty clear: discipline, communication, and teamwork are valued in professional settings. Federations, leagues, and clubs are increasingly reframing women’s sport from “cost centre” to “growth opportunity,” driven by rising audiences and the push for diversity and inclusion.

But momentum is not guaranteed.

The Euro final demonstrated the appetite for women’s sport, but sustaining that success will take more than packed stadiums. Participation among girls is falling in some sports, including basketball in the U.S. and high school programs have been cancelled due to low numbers while – sadly – dropout is high due to inadequate facilities and the odd bout of stigma.

Leagues are fragile without consistent investment and visibility, while women remain under-represented in leadership roles within teams and federations.

Shelley and Symmons say policy shifts like gender budgeting ensuring funding is allocated equitably between men’s and women’s sport from grassroots to elite levels will help. And Mentorship programs which connect young female athletes with leaders in sport (and business) can sustain the pipeline into leadership roles.

These changes would also address one of the most overlooked commercial opportunities: long-term sponsorship activation. Quick wins come from targeted campaigns and influencer activation, but the real return will come from sustained, strategic investment.

Some athletes have taken a more proactive route, turning competitive financial pressure into opportunity. Serena Williams is a prime example. While tennis offers equal prize money at the major tournaments, Williams extended her financial foresight off-court. She founded Serena Ventures in 2014, investing in 85+ startups and launching her own ventures like Wyn Beauty and a children’s book. 

Beyond investing, Williams has put wealth back into women’s sport. She partly owns Angel City FC (NWSL), the Miami Dolphins and WNBA’s Toronto Tempo, the league’s first Canadian franchise. 

the 94% add another voice to the conversation. By telling the stories of women whose lives have been shaped by sport, the show joins up pitch, workplace and boardroom. Shelley said: “We want people to see the value of sport in all its forms. It’s not just about elite athletes – it’s about creating opportunities, confidence, and skills that last a lifetime.”

The Euro final was a celebration of women’s sport. The challenge is making sure this does not fade. Sustained investment, equitable policies, and cultural commitment will ensure sport keeps producing leaders. Both on and off the field.

Sources: https://www.ey.com/en_nz/athlete-programs/why-a-female-athlete-should-be-your-next-leader

Netflix Expands FIFA Women’s World Cup Rights to Canada in Landmark Streaming Move

Netflix has strengthened its global sports portfolio by securing exclusive Canadian broadcast rights for the FIFA Women’s World Cup in 2027 and 2031, building on its earlier US agreement. The deal marks the first time the tournament will be shown on a streaming platform in Canada, with all matches included in Netflix’s subscription plans.

The 2027 edition, hosted in Brazil from 24 June to 25 July, will feature 32 teams across eight cities, while the 2031 tournament will expand to 48 teams for the first time. Coverage will include live matches in English, French, and Spanish, plus studio shows, commentary, and Netflix-produced documentaries spotlighting top players and the women’s game’s rapid global growth.

FIFA Chief Business Officer Romy Gai said the expanded partnership reflects a shared ambition to grow the sport: “Following the landmark agreement between FIFA and Netflix in the United States, we are pleased to extend the footprint of our partnership to Canada — a nation with a rich FIFA Women’s World Cup history.”

The move builds on Netflix’s growing slate of premium live sports, including WWE Raw, NFL Christmas Day games, the upcoming Canelo vs. Crawford boxing match, and the record-breaking Katie Taylor vs. Amanda Serrano 3, which became 2025’s most-watched women’s sporting event.

Netflix Chief Content Officer Bela Bajaria said the FIFA deal was about more than just rights acquisition: “Bringing this iconic tournament to Netflix is not just about streaming matches — it’s about celebrating the players, the culture, and the passion driving the global rise of women’s sports.”

With exclusive coverage across the US and Canada, Netflix is positioning the FIFA Women’s World Cup for unprecedented reach and reshaping how major women’s sporting events connect with audiences worldwide.

Paramount Lands Exclusive US Broadcast Rights to UFC in $7.7bn Seven-Year Deal

Paramount has made its first major sports rights play since merging with Skydance, securing exclusive US broadcast rights to the Ultimate Fighting Championship (UFC) in a $7.7 billion, seven-year agreement with TKO Group Holdings.

From 2026, Paramount+ will stream all 13 numbered UFC events and 30 “Fight Nights” annually, with select numbered cards also simulcast on CBS. Significantly, the broadcaster will abandon UFC’s traditional pay-per-view model, making top-tier fights available at no extra cost to subscribers.

Paramount CEO David Ellison described UFC as a “global sports powerhouse”, adding that year-round live events would be a “significant advantage” in the company’s long-term content strategy. The deal, averaging $1.1bn annually, follows high-profile sports acquisitions by Netflix (WWE Raw, NFL) and Disney’s ESPN (NFL, NHL, MLB, CFP).

The move aligns with Paramount’s focus on live sports as a driver of real-time audiences in an era of accelerating cord-cutting. The UFC, which stages around 43 live events per year and reaches nearly 950 million households globally, attracted strong interest due to its young, male-skewing audience.

Negotiations began in June and intensified post-merger, with Paramount chosen for its financial capacity, CBS’s reach, and Ellison’s tech-driven, growth-oriented vision. The company is also exploring UFC rights in other territories.

Polestar becomes Official Mobility Partner of Borussia Dortmund

The Swedish performance electric car manufacturer Polestar enforcing its offensive in the German market by forming a strong partnership in professional football: Polestar is now the official mobility partner of Borussia Dortmund. Beginning with the 2025/26 season, the Polestar logo will appear on the sleeve of BVB’s jersey in all competitions – including the Bundesliga, the DFB-Pokal, and the UEFA Champions League.

The partnership is set for three years and is part of a comprehensive German market initiative aiming to significantly increase brand awareness in Europe’s largest automotive market.

Michael Lohscheller, CEO of Polestar, said: “Germany is crucial to our growth strategy in our home market, Europe. With Borussia Dortmund, we’ve found an emotional and progressive partner that’s a perfect fit for us. Now we’re attacking together. We have fantastic cars, and with BVB, people will get to experience them first-hand. We’re convinced that many will consider Polestar once they see and test our vehicles.”

Hans-Joachim Watzke, CEO of Borussia Dortmund, emphasized: “We’re very pleased to have secured Polestar as a partner. Polestar is a modern, dynamic company that is genuinely committed to its sustainability strategy. I was just as impressed by that as I was by the fresh, Swedish design of their cars. Together, Polestar and BVB aim to compete at the highest level in all competitions.”

Polestar is a pure electric car brand and has set ambitious climate goals – just like BVB. As the official mobility partner, Polestar is supplying a fleet of 60 vehicles to the club, which are already used at the team’s training camp in Austria this week. In the future, the vehicles will be driven by the team, management, and club representatives – marking another step by both organizations to continuously reduce CO₂ emissions.

Even before the official launch of the partnership, several BVB players – including Jobe Bellingham, Pascal Groß, and Daniel Svensson – had the chance to enjoy an exclusive test drive in a Polestar 5 prototype. The performance GT will celebrate its world premiere on September 8 at the IAA Mobility in Munich. “This car is a statement for the future – the ultimate proof that electric mobility is highly desirable and that no one needs to make compromises to be sustainable,” said Lohscheller.

Carsten Cramer, Managing Director of BVB, commented: “The combination of sustainability, innovation, Swedish design, power, and dynamics makes Polestar the perfect partner for Borussia Dortmund. I’ve rarely seen professional athletes so excited about a partnership after a product presentation – in this case, a pretty fast-paced test drive – as they were about this one.”

In addition to the jersey presence across all competitions, Polestar will also feature on the official pre-match apparel and on numerous advertising channels in and around the stadium. “Through this partnership with BVB, Polestar will inspire millions of people year-round – in a culturally relevant and highly emotional environment. We have many ideas for joint initiatives. Test drives are just the beginning. We’re going all in and will prove that our vehicles are better than those of most traditional manufacturers,” said Michael Manske, Chief Marketing and Communications Officer at Polestar.

BVB will debut the Polestar sleeve this coming Sunday during the season opening against Juventus.

Ontario Soccer Unveils New App to Strengthen Community Ties Before 2026 World Cup

Ontario Soccer has announced a major milestone for Ontario Soccer’s MySoccer Powered by BMO app, developed by sports technology provider Sportswik. In just thirteen weeks the platform has onboarded over 13,300 users.

The purpose-built, white label app will also play a central role in GeneratiON26, a bold community engagement campaign recently launched by Ontario Soccer and title partner BMO.

Ontario Soccer’s MySoccer Powered by BMO – First Thirteen Weeks in Numbers:
13,329 registered users
1,321 matches covered
97 per cent of eligible matches featured live scoring
25 million page views
The results underscore the platform’s potential to digitally transform amateur and youth soccer coverage across the province.

“The immediate impact of our new MySoccer App Powered by BMO among the hundreds of teams featured in this first phase has exceeded our expectations,” said Johnny Misley, CEO of Ontario Soccer. “The usage data from just thirteen weeks confirms the heightened interest from our Clubs to digitize their matchday workflows and from fans to engage more deeply with the game. This early success gives us the confidence and momentum to scale the experience across many more of our 24,000 teams and reinforces MySoccer’s critical role as the digital destination for GeneratiON26 as we build toward 2026.”

BMO, the initiative’s presenting sponsor, continues to lead in connecting with communities through sport.

“As the presenting sponsor of Ontario Soccer’s MySoccer and title sponsor of GeneratiON26, BMO is proud to support Ontario Soccer in bringing the game closer to Ontarians,” said Jennifer Carli, Chief Brand Officer at BMO. “For BMO, Ontario Soccer’s MySoccer platform is more than a fan engagement tool, it’s a strategic investment in building authentic, long-term relationships with communities through digital touchpoints that matter.”

The underlying technology, developed by Sportswik, enables real-time match coverage and user-generated content through a branded, mobile-first experience.

“We’re proud that Sportswik was selected through a robust and competitive process to power this initiative,” said Martin Wiklund, CEO of Sportswik. “What Ontario Soccer has achieved in such a short time with just a few select pilot partners demonstrates a scalable model — not only for Ontario, but for other national and regional soccer organizations looking to unlock new value as the sport continues to grow globally.”

As global soccer prepares for its marquee event in 2026, Ontario Soccer’s MySoccer platform provides a community-first blueprint for driving grassroots media coverage, digital fan engagement, and sponsor activation.

The usage data from just thirteen weeks confirms the heightened interest from our Clubs to digitize their matchday workflows and from fans to engage more deeply with the game. This early success gives us the confidence and momentum to scale the experience across many more of our 24,000 teams and reinforces MySoccer’s critical role as the digital destination for GeneratiON26 as we build toward 2026.

Northern Super League’s Digital Debut: Strategy behind 40% Follower Growth

The Northern Super League (NSL) launched in April 2025 as Canada’s first-ever professional women’s soccer league, marking a major milestone in national sports history. With six founding clubs and national broadcast partnerships, and a strong digital-first vision The league entered its inaugural season with significant momentum and a modern mandate: to establish a robust digital presence and amplify visibility in real-time.


From the outset, NSL recognised that content would be the cornerstone of shaping how the league came to life in the public eye. With no built-in archive or legacy fan base, every match needed to create its own reach instantly.


Within weeks of its debut, the impact was already clear:a surge of national media coverage, over 15 million social impressions, 40 percent follower growth, and growing global recognition, all pointing to how a digital-first strategy can drive traction for a new competition.

Building Canada’s First Women’s Pro League

Until 2025, Canada had never hosted a professional women’s soccer league. The Northern Super League (NSL) changed that. Backed by Project 8 Sports Inc. and led by former national team standout Diana Matheson, the league was officially unveiled in 2024 and kicked off its debut season in April 2025.

With six clubs across the country, the league launched as a truly national initiative, built with intention, ambition, and collaboration. NSL was purpose-driven from the outset, co-developed its brand with players, and built an ownership model rooted in shared values, a unified vision, and deep community connections to drive both local pride and grassroots engagement. The response was immediate and enthusiastic: Packed stadiums, widespread national coverage. And rapid momentum across social media platforms, showing the league was not just launching, it was landing. Both on the ground and online. In its first month, the league reportedly saw close to $1 million in merchandise sales highlighting not only fan enthusiasm but commercial potential.

A Modern Visibility Challenge

As a new league, NSL didn’t have the built-in advantages of established sports organizations, no legacy broadcast deals, historic highlight reels, or routine primetime slots. NSL had to earn its visibility match by match.

Fans discovered the league through short-form videos on TikTok, Instagram, and YouTube Shorts, platforms where content must be quick, vertical, and engaging.

To meet fans where they were, the league needed to:

    1. Shape each match as a standalone story

    2. Publish content while matches were still in progress

    3. Empower clubs and partners with real-time assets

    This wasn’t about catching up, it was about showing up with purpose, energy, and authenticity.

    Content Without Delay

    To meet the pace of modern sports consumption, NSL integrated Spectatr.ai into its matchday operations from the beginning. The platform enabled instant content capture and delivery, no editing lag, no added production steps.

    This unlocked:

    1. Immediate highlight clips of goals, saves, and key plays

            2. Mobile-optimised formats designed for social sharing

            3. Smart-tagged archives to support future storytelling and campaigns

            4. Easy access for clubs, partners, and staff to publish content instantly

            5. A streamlined workflow that scaled output without adding overhead

            With Spectatr.ai in place, NSL was equipped to deliver content at the pace today’s fans expect—live, fast, and mobile-first.

            Early Wins and Lasting Reach

            In its opening weeks, NSL approach was already delivering meaningful results:

            1. 1.5 million viewers across national and digital platforms.

              2. 15 million social impressions.

              3. 40 percent follower growth across league and club accounts.

              4. Millions of views on short-form videos across TikTok, Reels, and YouTube Shorts.

              A highlight featuring Meggie Dougherty Howard drew over 1,600+ likes, clear evidence that fans were not only watching but actively engaging. 10 NSL players were called up to their national teams during the league’s debut season, demonstrating its growing impact both on and off the field.

              Storytelling in Motion

              By embedding content delivery into matchday operations, NSL established a foundation for consistent visibility and compelling storytelling.

              Each stakeholder had timely access to timely highlights,allowing for a steady stream of authentic, shareable content. For a new league, this consistency was vital. It strengthened the league’s brand voice, deepened fan relationships, and extended reach across platforms, all without the need for large-scale production resources.

              Looking Forward

              The debut season is still unfolding, and the potential is just beginning to surface. NSL is already setting a new standard for what a modern, digitally native sports league can achieve. With clubs and fans at the heart of its strategy, and visibility baked into its operations, the league is building something bigger than a season—it’s creating a blueprint for how new leagues, especially in women’s sports, can launch with purpose and grow with lasting impact.