To celebrate the opening of Markers, presented by FIS, football and fintech came together for a panel discussion focused on the transformation of Fulham Pier, its impact on the local community and the future of the football fan experience. The discussion was hosted by Fulham fan and author Richard Osman, and featured Alistair Mackintosh, CEO of Fulham Football Club, Shahid Khan, owner of Fulham Football Club, Tony Warren, EVP of Strategy at FIS and Stephen Cowan, Leader of Hammersmith & Fulham Council.
The state-of-the-art Markers Suite will support Fulham’s vision of a dynamic and inclusive destination for business leaders in London. The UK is a hub for fintech and London is the natural fit for FIS to develop a new innovation centre outside the US.
Fulham Football Club have identified that the football industry is ripe for innovation and that financial technology can help foster fan loyalty in exchange for rewards: 54% of UK football fans said they would be willing to share personal data with their football club in exchange for special offers, rewards or incentives.
New technologies, such as embedded finance, have huge potential to drive transformation of the fan experience. For example, within a club’s digital ecosystem, fans could purchase goods and services in real-time, via a brand that they trust, while clubs make intelligent use of data to better understand their customers.
On the vision of the Fulham Pier, Alistair Mackintosh said: “The vision was to look at the 340 days when we’re not playing football matches, and if we got that right we knew then there would be something for the community. People come for the amenity but stay for the community. Shahid put the vision on steroids, he made it what it is. The football club can be sustainable, give something back to the community and the walkway is now open for the first time in history. It’s not just for the matchday.”
When asked about how fintech can support football as a business, Tony Warren said:“Traditionally there can be clunky payments systems so this industry is ripe for innovation and there is an opportunity to create better experiences in exchange for fan loyalty. You can give the fans rewards and benefits through financial technology to create a deeper connection. 54% of UK football fans said they would be willing to share personal data with their football club in exchange for special offers, rewards or incentives so the trust is there. Embedded finance is where you can bring in the digital banking with those rewards which the club can provide. Fulham FC then has the data which can drive more connections – a big opportunity for both sides.” 
While discussing Hammersmith and Fulham Mayor’s agenda of inclusion Stephen Cowan explained: “It’s absolutely key. Our industrial strategy is an inclusive strategy. It’s easy to say the words but difficult to make happen. Like all big councils in London, you have some with huge wealth and, living right next door to them, others with no opportunities of accessing that wealth. Helping people to get through the glass ceiling, giving them the skills and having inspirational things happening in the community, like what happens here every week, is crucial.”
