UEFA Euro 2024 Innovation Challenge

14 May 2019

By: Sport Industry Group

UEFA has invited 120 students to present solutions to improve fans’ match-day experience as part of its Innovation Challenge.

UEFA has worked with ThinkSport, as well as MBA students from the IMD Business School and design students from ECAL/University of Art and Design Lausanne, on the initiative.

The winning project was Euroband, a wristband that uses radio-frequency identification (RFID) technology, through which electromagnetic fields are used to automatically identify and track tags attached to objects at a UEFA Euro event.

The wristband would serve as a match ticket and also allow fans to track their families’ whereabouts and purchase refreshments and other items during Euro matches.

Euroband, along with other ideas, will be considered for implementation during Euro 2024 in Germany.

“The 2019 UEFA Innovation Challenge has been a unique opportunity to leverage the skills, insights and knowledge of these students while supporting them on their educational journey,” Andrea Traverso, UEFA’s Managing Director of Financial Sustainability and Research, said.

“As consumer and fan trends are changing more rapidly than ever before, it is key for UEFA to gain insights from outside of our core business to help us in staying at the cutting edge.”

UEFA hopes to leverage the students’ insights to implement improved experiences during Euro 2024, while also supporting their education and professional development.

A total of 18 teams took part in the UEFA Innovation Challenge, with each team featuring business and design experts to simulate the composition of multi-disciplinary teams in the world of innovation.

Teams were required to create ideas, identify business models and hold discussions with UEFA specialists before pitching their final proposals to a jury comprising UEFA experts. The jury considered criteria such as fan utility, business value, originality, quality of evidence and effectiveness of presentation when choosing the winners.