Turning matchday engagement into a first-party data opportunity
Seyu has been active in the Polish sports market for years. But on September 25, we reached a new milestone: our first collaboration with the Polish Football Association (PZPN) during Poland vs. Bosnia.
For a first activation, the numbers tell an encouraging story.
With more than 46,000 spectators in the stadium, the Seyu activation reached around 10% of the on-site audience - a strong level of participation for a first engagement and a clear demonstration of the appetite for interactive digital experiences within a live football environment.
But reach was only one part of the story.
From fan interaction to valuable data
The real business value of the activation came from what happened beyond the selfie.
Seyu's platform created a direct digital touchpoint between PZPN and participating fans, enabling the federation to collect permission-based, first-party data that can be used for future marketing communication and fan engagement.
And the willingness to stay connected was particularly notable: 88% of participating fans opted in to marketing communications.
This is an important signal for rights holders and sports organisations. It demonstrates that fans are not only willing to participate in digital activations during a game - they can also be receptive to continuing the relationship beyond the stadium.
For PZPN, that means the activation can serve as more than a one-off engagement moment. The data captured creates an opportunity to develop ongoing fan communication, targeted campaigns and future commercial activations around the national team.
Building on an established presence in Poland
While this was Seyu's first activation with PZPN, it wasn't our first time bringing fan engagement technology to Poland - as constant providers of MOL Selfie Cam during EHF Champions League games in Polish locations.
That existing experience gives us a strong understanding of the market and, combined with the results of this first PZPN collaboration, creates an exciting foundation for what could come next.
The activation showed that fan engagement and data collection don't need to be separate objectives. With the right digital infrastructure, one can directly support the other - transforming a moment of matchday participation into a longer-term relationship between a sports organisation and its fans.
And that's ultimately where the opportunity lies.
The selfie is the interaction. The data is the connection. The relationship is what comes next.
This first chapter with PZPN is a strong example of how live football can become a powerful environment not only for engaging fans in the moment, but for building valuable, permission-based audiences that can be activated long after the final whistle.