Arriving in Madrid late on day one, I was ready to dive straight into the panels the next day, but nearly midnight meant it was time to get some rest and recharge for a full day ahead. My goal was clear – exploring how football can be a platform for storytelling, meaningful fan engagement and authentic brand partnerships.
The Power of Storytelling
One of the sessions that really stood out was all about team foundations. Katie Ellis Carrigg from the LFC Foundation highlighted the incredible work happening through programmes like Honeysuckle FC, which supports bereaved fathers via football.
It’s an initiative run in partnership with the Liverpool Women’s Hospital and came about from a need identified by the hospital and asking for help from the Foundation. Out of it, an incredible programme was started.
For brands looking to make a difference through partnerships, amplifying this kind of work is an obvious opportunity – but it’s got to be authentic. Fans can tell when a brand genuinely cares and when that alignment exists, the partnership becomes far more powerful.
Claire Singer from Conde Nast made a point that really resonated: in her world, sports coverage isn’t about stats or performance, it’s about connecting audiences to the human stories behind athletes and teams. That shift from numbers to narrative is something brands can also harness. If your activation helps fans feel the story, you’re doing more than selling – you’re creating a real connection.
Leading Football Forwards
The governance panel offered another perspective entirely. The PFA Chairman contrasted business and football mindsets: in business, less is more, but in football, more is more: more games, more competitions, more pressure.
That approach isn’t sustainable. When your top players, your Messi’s and your Yamals are constantly injured, no one wins. The focus should be on keeping talent on the pitch rather than overloading them.
There’s a clear parallel for brands here too: quality over quantity almost always pays off.
Fan Engagement
Fan engagement came up repeatedly. Oscar Kanya Urvitz from Prisa Media stressed the importance of aligning consumption with values: fans want to understand what teams and brands stand for. Make that clear, and engagement naturally follows.
The Stadium 365 panel offered a more practical reminder: 45% of customers complain about friction in their online journeys. Smooth, intuitive digital experiences are essential to keeping fans connected and loyal. I couldn’t help but think of the last time I tried to book tickets online for a Premier League match… yes, it still makes me want to throw my laptop out the window.
Innovation and Inclusion
Innovation and inclusion were central to several panels. Elias Mastoas and the teams behind Ball for All illustrated how accessible football can open doors and change lives. This wasn’t just about social good – there’s a tangible business and engagement opportunity too. Fans respond when the values of the team, league, and brands align with what they care about.
The takeaway is simple: authenticity resonates and campaigns built on it land harder.
By the end of the summit, it was clear that football is much more than a sport. From governance to grassroots initiatives, from fan experience to inclusion, there’s a huge opportunity for brands to play a meaningful role without ever losing credibility.
It was fantastic to be back in Madrid. I spent a few years working here on the Rock ‘n’ Roll Marathon Series, so navigating the city and chatting a bit of Spanish felt familiar. Didn’t take too long to be fully immersed again, and in the immortal words of Celine Dion ‘Its all coming back to me now!’
Of course, no trip to Madrid is complete without a visit to Mercado San Miguel. Adam and I sampled some incredible food, enjoyed a few too many vinos, and took a moment to celebrate some major wins for TrunkBBI that came through while we were away. If you’re heading to Madrid anytime soon, it’s a must-visit spot – you won’t be disappointed.
