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Fan Experience

UEFA partners with start-ups to address waste management, fan engagement

Featured image credit: Markos90/CC BY-SA 4.0/Edited for size

UEFA, football’s European governing body, has partnered with start-up companies The Waste Transformers and MOVE.AI as part of plans to address key challenges within football through innovative solutions.

The start-ups will form part of the UEFA Innovation Hub and will take part in an incubation phase, which will run until the end of the season. The UEFA Innovation Hub will test and analyse the creative solutions the two companies offer in areas such as circular economy and fan engagement.

The Waste Transformers, a Dutch company, specialises in decentralised waste management that turns on-site organic waste into value streams like compost, fertiliser and renewable energy.

During the incubation phase, the company’s products will be adapted for stadiums and municipal sports facilities that could transform waste management from a cost centre into a revenue opportunity. The phase will also explore how football facilities can be transformed into sustainable assets for the community.

MOVE.AI is an English high-fidelity motion data capture technology company. During the incubation phase, UEFA will assess how the company’s technology can be used for fan engagement features, as well as the technical aspects of football.

Andrea Traverso, UEFA’s director of financial sustainability and research, said: “We are looking forward to working with The Waste Transformers and MOVE.AI as a part of UEFA’s strong commitment to finding innovative solutions.

“The Waste Transformers has impressed us with (its) solution to foster circular economy within stadiums, training facilities and communities that surround them. MOVE.AI has developed a very innovative motion capture technology that has a disruptive potential within the fan engagement, e-gaming and digital sectors.

“In an ever-evolving environment, it’s more important than ever that we remain at the forefront of innovation by constantly monitoring and leveraging opportunities for the continuous improvement of European football.”

The UEFA Innovation Hub was set up in 2018 as a means to future-proof UEFA and invites start-ups that align with its 2019-24 strategy. Sustainability forms a key part of the programme.