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No longer confined to the stands, fans today are active participants in a global football community, shaping the culture and future of the sport from their digital devices. To explore these dynamic changes and how São Paulo Futebol Clube (SPFC) is embracing them, we interviewed José Guilherme Oliver, Innovation Coordinator at SPFC.

Discover SPFC's innovative digital strategies like their new fan engagement app and the Sócio Torcedor program, and get an exciting glimpse into the future of fan interaction in the football metaverse.

What changes have you noticed in football fan culture over the past 5 years?

Football has been undergoing a significant transformation in recent years. Fandom used to be more localized, rooted in communities and neighborhoods, with fans frequently supporting clubs from their cities or regions. Nowadays, the passion for football has become globalized, with fans following not only local clubs but also international teams and foreign leagues. This is largely due to the ease of access to live game broadcasts via television and the internet.

Social media plays a huge role in the interaction between players, clubs, and fans, creating a global community of football enthusiasts. This community allows fans not only to be passionate followers of a club but also to express their opinions, making the real sentiments of the fans more easily reach the club. This movement enriches the debate about football and encourages direct actions from the fans.

Sao Paulo FC team celebrate

How is your club responding to these changes?

Betting heavily on digital, São Paulo Futebol Clube has launched a series of actions that strengthen the digital proximity strategy. This includes launching a digital app where fans can access exclusive club information, a streaming service (SPFC Play) with documentaries, interviews, behind-the-scenes footage, and training center and locker room content, connecting fans to the atmosphere and daily life of the club.

What specific programs or initiatives have you introduced for fans?

The Sócio Torcedor program allows fans to get early access to ticket purchases and other exclusive benefits. In partnership with Chilliz, we launched the SPFC Fan Token, a digital asset that gives holders (fans) the freedom to participate in club actions and decisions, such as voting on phrases displayed on the LED screens of the stadium's intermediate ring (MorumBIS) and participating in raffles and surveys.

The newest initiative is the Metaverse, in partnership with Football at AlphaVerse, which will connect with fans in a unique way, bridging the gap between those who personally know and attend the stadium and those who live far away or have never visited.

SPFC Fanzone in Football at AlphaVerse

What does your club have in store for football fans in the metaverse?

Our partnership with FAV allows us to create the official São Paulo Futebol Clube Fanzone in the metaverse. We’re inviting our fans worldwide to join and discover fun immersive experiences like exploring the MorumBIS stadium, accessing exclusive club content, participating in virtual events and learning more about SPFC’s history and legendary players.

With this initiative, we’re aiming to give fans an opportunity to experience the club's atmosphere and culture in an immersive and interactive way and deepen their loyalty to the club.

SPFC fans in the stands

Looking ahead, what do you think are the most important trends or challenges that will shape football fan culture in the coming years?

More and more, the club will look at the fan in a holistic way, understanding their needs and bringing solutions that assist in their daily journey. In this way, the fan will see the club not only as a passion and pastime but as an ecosystem of solutions that they can use in their daily lives alongside their beloved club.

A great example of this is clubs investing in benefits and loyalty programs, where the user has access to banking, health, and other services, which the club can offer by understanding the needs of its fans. Digital platforms will also continue to grow, forcing clubs to invest in new ways to connect with young fans.


Stay tuned for more exciting interviews in our Game Changers series. Our next edition will explore the lively fan culture of Real Betis.

In the meantime, catch up on the previous articles in this series:

6 New Trends in Football Fan Culture - Introduction to the Game Changers Series

Game Changers #2: SC Braga’s Innovative Strategies to Engage with a Global Fanbase

Game Changers #3: How Norwich City Is Shaking Up Fan Engagement

Game Changers #4: Real Sociedad’s Journey to a Global Fan Community

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