The below is an excerpt from an article where I was featured in La Nación (Argentina) and Yahoo! News about the technological advances of the Bundesliga and how to keep the league’s fans engaged. Read the entire article (in Spanish) here.

Disruptive technology and the sweat of bodies in the stadiums. Content packaged for millennials and tradition preserved as the supreme value. Space for new business and clubs with 51 percent of shares in the hands of members. The Bundesliga mixes all eras of football and seems to have crystal-clear clarity not to confuse the different scenes: evolution does not mean finishing off history. But not evolving means not honoring it.

“We say the Bundesliga is ‘Football as it’s meant to be.’ It’s not just a phrase, it’s a fact: everything we do puts the fan above all else,” explains Diego Pinzón, Digital Marketing Director for the Bundesliga for the United States, during his presentation at SportBizLatam Argentina, the sports business congress held in Buenos Aires. The Bundesliga went out to conquer new international markets by showcasing tools that, as they understand it, make them distinctive.

The Bundesliga asserts it is ready for change. “We come from a scheme where football sold its broadcast rights to broadcasters and the fans were merely spectators. That no longer exists. Now we create sports content, the fans participate and are part of that creation process, and at the same time, they are recipients of that content. The media are partners in distribution,” adds Pinzón.