Crafting a Post-Pandemic Fan Experience in Sports

Date TBA

It started millennia ago, with sports fans going to Roman coliseums to see sporting events in person. The habits and behaviors of fans, and the interactions with our cities have become well-defined. Solid. Yet, the pandemic disrupted all of that. What’s the best path forward for a new entity?

St. Louis CITY SC, Major League Soccer’s 29th and first majority female-owned team, takes the pitch in March 2023 with a new urban stadium built through a global pandemic. In this panel discussion, Club leaders share how they used cross-industry research, behavioral science, crowd-sourcing, community engagement, and a mobile-first approach to create a unique fan experience—from designing the team’s identity and stadium to curating its music and food program, and everything in between.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

David Bruce

Major League Soccer

Khalia Collier

St. Louis CITY SC

Matt Sebek

St. Louis CITY SC

This event will be in person


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