MUMBAI : Sportz Interactive, a global leader in sports digital solutions, is working closely to transform the digital fan experience for European Athletics (EA). This multi-year collaboration is supercharging fan acquisition retention at massive scale through the delivery of cutting-edge mobile and content management solutions, enhancing accessibility for European Athletics events and athletes.
In that context, the recently concluded Apeldoorn 2025 European Athletics Indoor Championships served as an important milestone in European Athletics’ digital journey wherein Sportz Interactive worked closely to build strong levers of engagement across two key themes:
1. Interactive Experiences
● Live Results Platform: European Athletics introduced a new Live Results Platform for fans to enhance real-time event tracking. Sportz Interactive contributed to the front-end design and development, such that it was able to handle high traffic volumes seamlessly.
● Mobile App: Developed by Sportz Interactive, the European Athletics mobile app was launched offering live results and event updates.
2. Context Maximisation
● Video Production: Producing high-quality long-form videos for YouTube was part of a strategic approach focused on maximising visibility, increasing awareness and leveraging monetisation opportunities for European Athletics.
● Real-Time Content Creation: Sportz Interactive looked to deliver timely and engaging content during the championship ensuring maximum reach and impact. In collaboration with ScorePlay, Sportz Interactive helped European Athletics enhance its digital content strategy by streamlining video and photo production workflows. This initiative allowed for more efficient content distribution, providing fans and stakeholders with timely updates from the event.
● Archive Creation: An important aspect of this collaboration was the creation of a comprehensive archival repository of all digital assets to date. The process combines manual expertise with AI-driven tagging, categorising every video and photo with relevant metadata and deeper contextual elements like emotions. This system ensures that content is easily searchable — allowing, for example, instant retrieval of a video from 2002 featuring an athlete attempting a world record.
Looking ahead, Sportz Interactive will continue to strengthen its collaboration with European Athletics to drive their digital transformation journey through the development of the full-version mobile application for iOS and Android. Launched in early March 2025, the app will continue to offer seamless access to live results, event schedules, athlete profiles, and multimedia content, creating a more immersive fan experience. It will also play a pivotal role in redefining the first party fan data collection and enrichment charters for European Athletics.
Speaking on the ongoing collaboration, Marcel Wakim, Communications, Television & Digital Director at European Athletics, said, “We are excited to continue evolving the digital landscape for European Athletics fans. The new mobile app, live results platform, and content solutions developed with Sportz Interactive and other partners are transforming the way fans engage with our events and athletes.”
“Working alongside European Athletics to build a future-ready digital ecosystem has been an incredible journey. Our expertise in fan engagement and digital solutions is driving deeper connections between audiences and European Athletics,” said Raghav Mehta, Head of Partnerships & Client Success at Sportz Interactive.
