If you missed Day 1 of my World Football Summit journey, take a look at the day 1 blog here. Yesterday was all about exploring bold innovations, empowering creators, and rethinking fan engagement. Today took things to another level, looking into the future of stadiums, women’s football, sustainability, and how digital transformation is shaping the beautiful game.
I’m writing this from Riyadh Airport after two intense days of panels, networking, and big ideas. I’ve just found out that the check-in counter doesn’t even open for another 3 hours, and my flight isn’t for another 7 hours.
So if this is long, it’s because I had so much time to write it.
The future of ‘Sportainment’
The day started with Tim Leiweke, CEO of Oak View Group, sharing his thoughts on what’s next for the sports and entertainment industry. If you’re not familiar with him, think Co-op Live in Manchester, that’s his team’s work. He praised Tottenham Hotspur as the ultimate model for multi-use venues. Spurs’ decision to incorporate concerts alongside football and NFL games has paid off, with 23 music events planned for next year alone.
Tim argued that the key to success is making bold decisions, whether it’s spending £20m on acoustics to make Co-op Live the world’s best arena or launching the first carbon-neutral venue in Seattle. He believes that now is the best time to invest in experiences because people crave them more than ever.
What stood out most, though, was his prediction that Riyadh and Qatar would become the new global hubs for entertainment, rivalling cities like London.
Elevating fan experiences
Shawn Doss from Elevate turned the spotlight on Estadio Azteca, which is gearing up for the 2026 FIFA World Cup. It’ll become the only stadium in history to host three World Cup opening games (1970, 1986, and 2026).
He showcased renders of the upgraded venue, and honestly, they’re stunning. Everything about the redesign focuses on the fan experience, from multi-level views of players walking out to bars that celebrate Mexican culture. It’s a masterclass in balancing general admission and corporate hospitality without sacrificing either.
Women’s football: the next big move
One of the day’s standout sessions was on women’s football. Christina Taylor from The Purpose Agency emphasised that players are now the sport’s biggest assets. She pointed to Mary Earps as an example, whose social media following exploded from 50k to 700k and coincided with a rise in Manchester United’s attendance. Christina suggested this shows how building players’ brands can directly impact the sport’s growth.
Arianna Christine from Valeur Sport pointed out how far some leagues still have to go, with France only recently going professional. Meanwhile, Saudi Arabia is already three years into professionalising women’s football. The session closed with a fiery statement from Marum A. Albutairi of Eastern Flames: “You better be ready for what Saudi women’s teams are going to bring to the world. If you’re doubting us, you’re wrong – we’re here to take over”.
Digital fans and gamification
Gary Knight from Realm made an interesting comparison between Championship Manager and Football Manager. When the creators split, the brand name stuck with one group, but the authenticity of the game stayed with the other and Football Manager dominated as a result. It’s a warning to brands: authenticity trumps branding if you want loyalty.
He also stressed the importance of building digital communities. It’s simple: engagement builds loyalty, and loyalty drives revenue. Clubs and brands that focus on creating genuine connections with fans will come out on top.
Meanwhile, the panel on gamification and data collection revealed how clubs can engage fans and capture valuable insights. Jack Carter from Cortex emphasised how gamification isn’t just a tool for fun, but a way to secure data that fuels smarter sponsorships and partnerships.
The sustainability challenge
The final panels turned to sustainability. Felix Perez of Costa City FC Eco Project revealed a staggering fact: a single football pitch uses 8 million litres of water a year. Multiply that by the number of pitches globally, and the environmental impact is huge. He urged clubs to take responsibility, from using rainwater for irrigation to solar power for energy.
Miklos Gabor of NORT Complex showed how technology is helping beyond the pitch. Using lights and tech during football training doesn’t just improve players’ skills, it’s proven to boost focus and memory in children, even in school. Football’s impact is clearly more far-reaching than we think.
Wrapping up
The day ended with FIFA’s Mauricio Macri reflecting on Argentina’s World Cup win. He highlighted how players like Lionel Messi balance their social media presence with their on-pitch performance, serving as role models for the next generation.
As I sit here at the airport, I’m reflecting on what’s been an eye-opening two days. From ground-breaking ideas in stadium design to the rapid rise of women’s football and the digital transformation of fan engagement, there’s so much to take back to the TrunkBBI team and our clients.
But for now, I’ll just sit here on a bench in terminal 2, both bored and thankful that I don’t have to drive on those roads for the foreseeable (if you know, you know).
