Momentum is building around a structural shift in fan engagement
Over the past week, OVI has held conversations with four additional EPL clubs, all progressing into deeper discussions around participation-led fan ecosystems
What’s striking is the consistency of the conversations
For years, clubs focused on domestic monetisation models — matchday revenue, local sponsorships, and traditional broadcast distribution
Now the focus is shifting
Clubs are increasingly asking how to:
• Activate international fan bases
• Enable direct-to-fan monetisation
• Build participation-driven experiences beyond passive viewing
At the same time, there is a growing recognition of a structural challenge:
Today’s major social platforms dominate:
• Fan attention
• User data
• Monetisation pathways
Which leaves IP owners with reach — but limited control
That model is beginning to change
Participation infrastructure allows clubs to engage global fans directly, monetize in real time, and build ecosystems they control
The timing of these conversations is important
With the international break underway, many organizations are already planning the technology and commercial initiatives that will shape next season
The question is no longer whether participation becomes part of the fan experience. It’s who builds the layer first.
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