Thanks to continuous experience in rugby, tennis, football and sport at all levels, but also in Retail, working on Loyalty, Engagement and InStore Experience, traceable in Sport as Membership-Loyalty, Fan Engagement and Digital Arena / Sport Retail, IQUII Sport is born, the IQUII Business Unit, structured to anticipate changes in the Sport Industry, focusing on innovation for a data-driven fan experience that evolves monetization processes.



Sport Business scenarios change, the role of sports clubs evolves. The need to involve fans, 4.0 fans, more and more protagonists, directed towards communication models focused on brand experience, taking advantage of social media and mobile to intercept their targets, generate constant contact with their channels and develop new opportunities to capitalize.


In a context that anticipates change and revolutionizes the schemes, such as that of the Sport System 4.0, disintermediation is a need and technology is an opportunity that sports organizations are called to exploit to satisfy and feed the passion of fans and consolidate with them, an increasingly personal relationship.



Osservatori Innovazione Digitale

In October 2017 we partnered with the Osservatori Innovazione Digitale in the Sports Industry of the Milan Polytechnic. The goal is to consolidate our path in SportTech, where we reinforce our expertise every day.

The observatory, created with the aim of highlighting how digital innovation is able to generate value in the sports industry, aims to become a reference point for operators in the sector.

Specifically, our research is focused on:

  • The importance of a well-structured Digital Strategy within sports clubs
  • The evolution of the Maturity Model for the recipients of digital innovation, in relation to fan experience, athletic performance, event management, management of sports clubs
  • The study of the phenomenon of eSport, which is creating new remuneration paradigms in the sports environment
  • The role of producers and suppliers of technological solutions, including startups, in the process of sports innovation, highlighting the benefits and organizational changes needed
  • The contribution of technological innovation in the creation of new skills, new roles and new forms of diversification of revenues for sports organizations

Johan Cruyff Institute

In July 2018 we signed the partnership with the Johan Cruyff Institute, “a powerful blend of professors, staff and partners who share a passion for educating the next generation of leaders in the sport business for the benefit of all athletes, sport partners, organizations and the students themselves.”

A natural, almost “physiological” deal, given the mission of both parties, even if with different perspectives: to evolve the Sport Industry towards a model considering the transformation of the modern society.

The collaboration with the JCI is focused on:

  • internship opportunities for the students of the Institute;
  • the sharing of digital, technological and vision know-how;
  • the utilization of internally gathered data;
  • the realization of educational and research projects.