In an industry where digital transformation often lags behind the hype, one agency is helping sports organisations quietly build the future, from the inside out.

In this episode, we sit down with Thomas, Director of Digital Innovation at Techonomy, to explore how a former professional athlete is now guiding over 100 sports organisations through their most complex digital challenges, from operational optimisation to fan personalisation.

From working with major entities like UEFA and KNVB to deploying AI-driven tools for inclusivity and engagement, Thomas shares how Techonomy is redefining what it means to be truly “AI-ready” not just in strategy decks, but in systems, workflows, and culture.

We also delve deep into what distinguishes meaningful innovation from short-term buzz, and how regions like Europe, Australia, and the Middle East are responding differently to the current wave of tech disruption in sport.

Tune in to learn more about:

• The difference between being a ‘first mover vs. a fast adopter’ and why timing matters more than ever

• How federations are using AI tools to improve accessibility for underserved communities

• Why GenAI and AI agents are changing how we think about roles, workflows, and value

• How personalisation, segmentation, and smart automation are shaping the next era of fan engagement

• Why North America is setting the pace and what Europe needs to do to keep up

• How Techonomy blends marketing, data, and infrastructure to help clubs turn insight into action

  
  

Whether you're leading digital at a club, rethinking your fan engagement strategy, or simply trying to understand what real-world AI adoption looks like, this episode offers a grounded, strategic view on the present and potential future of sports tech.

We hope you enjoy it.

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