The first edition of EXPOFUT is scheduled to take place on the 14th and 15th of this month at the Arena Liga Portugal in Porto. The event, which aims to foster innovation and business opportunities within the football industry, will host a variety of organizations and specialists, including the data firm Camaleonic Analytics.
According to reports from Record, the gathering serves as a platform for clubs, brands, and agencies to discuss the evolution of sports partnerships and the integration of new technologies. The event features Record and the Jornal de Negócios as official media partners.
Camaleonic Analytics and Artificial Intelligence in Football
Camaleonic Analytics, a technology company based in Barcelona, utilizes proprietary artificial intelligence to monitor sponsor exposure across multiple channels. Andrew Brember, the company’s commercial director, stated that the firm tracks brand presence on television, social media, digital platforms, and in physical spaces. The system was developed internally by a team of software engineers and experts in computer science, with development beginning in 2018.
The primary goal of the service is to provide real-time data to rights holders and sponsors. Brember noted that the company aims to move beyond traditional sampling methods to offer more precise measurements of sponsorship value. This data allows clubs to justify pricing and helps brands evaluate the consistency of their investments across different properties.
Data Application for Liga Portugal
The company maintains a working relationship with Liga Portugal, providing the league with a dashboard to monitor sponsorship impact in real time. Brember explained that this allows the league to track performance across social media and television broadcasts, including the ability to analyze specific matches to determine the economic value generated by individual assets.
Beyond technical metrics, Camaleonic Analytics provides a consulting component, analyzing data sets to identify trends and offer actionable recommendations. This approach is intended to help sports organizations understand which assets generate the highest impact and how to optimize their commercial strategies.
Expansion Goals in the Portuguese Market
While Camaleonic Analytics currently collaborates with several major Portuguese clubs, the company intends to expand its presence further within the country. Brember identified the Portuguese football market as highly innovative and commercially ambitious, noting that the company’s interest extends beyond the traditional “big three” clubs—Benfica, Sporting, and FC Porto.
The company aims to assist clubs of varying sizes in modernizing their commercial operations. By providing access to the same level of analysis and transparency used by larger organizations, Camaleonic Analytics seeks to support the development of sponsorship strategies across the entire football pyramid in Portugal.
Industry Objectives at EXPOFUT
The EXPOFUT event is intended to function as a space for industry stakeholders to engage in dialogue regarding the future of fan engagement and technological advancement. For Camaleonic Analytics, participation in the event is focused on connecting with organizations seeking to modernize their approach to sponsorship management.
The event concludes its programming on the 15th of this month, marking the end of the inaugural two-day session at the Arena Liga Portugal.
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