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Sevilla FC launches NFC season tickets

Sevilla FC, together with LaLiga, has implemented NFC (Near Field Communication) technology in the season tickets for the 2024/25 season. The club, which has already made the season ticket available to subscribers in digital format via a QR code, will now also have a wireless season ticket (NFC), allowing fans to enter the Ramón Sánchez-Pizjuán much more fluidly. Thus, by simply bringing the electronic device close to the wireless scanner located at the turnstiles, season ticket holders will be able to enter the Sevilla stadium more easily. All of this is part of a continuous improvement of the club’s services to help spectators.

NFC passes will be available on both iOS devices (the Wallet app on your iPhone or Apple Watch) and Android (the Google Wallet app on your Android phone or Smartwatch). The digital ID cards will also continue to work with the usual QR code on those electronic devices where NFC is not available. It should also be noted that the physical, NFC and QR cards will not be incompatible, highlighting that once the physical season ticket has been scanned, the digital one will no longer allow admission, and vice versa.

Season ticket holders will receive an email from [email protected] through which they will be able to download their season ticket for the 2024/25 season.

The NFC season ticket is an example of the commitment to technology that Sevilla FC has been making over the last three years to facilitate the management of the club in all areas and to continue the success achieved in previous seasons in various innovation and technology projects.

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Sevilla FC becomes a reference in Technological Innovation in Footbal

Sevilla FC has been making a firm commitment to using technology to optimize all its areas and obtain the best results both on and off the field. The Innovation Center Sevilla FC brings together all the R&D&I variants carried out by the entity. The 2023-24 season has been that of the club’s consecration as an international reference in the sports industry in terms of technology developed and applied in all areas of the club.

Undoubtedly, one of the major milestones of the 2023-24 season was the launch of the Scout Advisor tool, developed by the Data Department. This solution, built in conjunction with IBM’s WatsonX, its generative artificial intelligence system, has made it possible to optimize the availability of information from more than 200,000 scouting reports from the sports management’s own database. This qualitative leap is achieved through natural language searches, significantly reducing the time technicians used to extract all the value from the database.

The appearance of Scout Advisor has had a worldwide repercussion, which has made Sevilla FC and its commitment to technological development receive the attention of general and technological media all over the planet. This tool has accumulated prominence in more than 1200 media worldwide, with a potential audience of more than 2 billion readers. It has also been presented at conventions around the world, attending summits in the United States, India, Brazil and Saudi Arabia, among others.

Scout Advisor is just a sample of the tools that Sevilla FC has been developing over the last three years to facilitate the management of the club in all areas and is a continuation of the success achieved last season with the launch of Transfer Tracker, the first technological solution marketed by a Spanish club together with LALIGA.

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Sevilla FC’s Technological and Digitalization Commitment Presented at DES 2024 in Málaga

This week, the 2024 edition of the Digital Enterprise Show (DES) was held in Málaga, a conference that covered various aspects related to digitalization, artificial intelligence, and the use of all kinds of technology in the daily operations of businesses. The event aimed to include the presence of different professionals from Sevilla FC, who explained how the club has become a national and international reference in all these areas.

In this context, the Head of the Data Department at Sevilla FC, Elías Zamora, presented in the main auditorium how the club, with the help of IBM, has developed the Scout Advisor tool, which has revolutionized the world of scouting through the application of generative artificial intelligence. Zamora also presented in another exclusive panel all the milestones that Sevilla FC has achieved in recent seasons through its commitment to technological development in all business areas.

Meanwhile, Jara Cisneros, Head of Digital & CRM at Sevilla FC, detailed how the DruID tool enables the actionability of user and consumer data, their identification, real-time traceability, and advanced segmentation.

With participants from over 50 countries, DES fosters an international exchange of knowledge that inspires and facilitates the sharing of extraordinary success stories, like that of Sevilla FC.

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Sevilla FC has surpassed the milestone of 20 million followers on social media platforms

We continue to break records on social media. The club’s official accounts have just reached the figure of 20 million followers across all platforms.

The numbers consolidate Sevilla as the fourth most popular club in Spain after Real Madrid, FC Barcelona and Atlético de Madrid. Furthermore we are now the 24th most followed club in Europe, having doubled our total number of followers in the last year.

Our growth on digital platforms is the result of a firm commitment to use them as a means of communication with our most loyal fans, but also to expand our fan base to all corners of the world, with a clear and defined strategy for each of them.

In recent months, the accounts that have grown the most are TikTok and Instagram, while new platforms such as Threads, WhatsApp or Twitch have also been embraced. However, at no time do we forget our closest followers with our commitment to programmes such as La Bombonera and El Partido, and new formats such as El Cubo, Triple V or El Santuario.

Meanwhile, one of the key factors in the club’s growth on social media has been the commitment to the internationalisation of the club’s brand with this type of digital platform as one of its fundamental vehicles. The number of followers outside Spain has grown by 80 per cent. 

One of the keys to expansion beyond our borders has been the generation of local content that creates a greater affinity with fans in other parts of the world. We produces content in six different languages: Spanish, English, Arabic, Chinese, Portuguese and Japanese. In addition, content has been created with local agencies and influencers, as well as a wide range of content with live specials featuring players.

The visit to the United States and Mexico during pre-season in 2023 had a major impact locally and served to increase our north American fanbase thanks to various activations with our players and local fans.

Within the overall growth, some of the most notable markets are the Arabian market with an annual increase of 383 per cent. Also, the market that has grown the most is India, with an increase of 1126 per cent in a country where football is flourishing and where the club has a strategic agreement with local club FC Bengaluru United. The club also produced the ‘Never Surrender’ video series.

Likewise, in China in 2023, we were the fastest-growing European club with an increase of 83 per cent and with a well-defined strategy to reach local fans on the country’s specific social networks: Weibo, Douyin and Wechat.

Finally, in January 2024, the club launched its new Portuguese language accounts with the aim of strengthening the already existing link with Portuguese-speaking countries and, in particular, with Brazil, where the club already has a large community of supporters and high-profile ambassadors with various players from the country who became club legends.

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Elías Zamora showedcased the Sevilla FC´s tecnology innovation at the Mobile World Congress

We continue to lead the way as pioneers in the industry, committed to using data, AI and technological innovation as part of our operations, on both the sporting and business sides. In an event supported by IBM and the Financial Times, Zamora discussed the club’s ongoing technology projects.

He participated in two presentations at the event; the first was titled ‘How are mobile phones and AI changing the sporting industry?’ It was hosted by Financial Times journalist Javier Espinoza while Kevin Farrar, Head of Sports Partnerships UK at IBM, was also involved..

As part of the ‘How is AI changing tactical decision making?’ presentation, Zamora addressed industry leaders and managers of big technology and sports companies, discussing the decision-making tools that have been developed and implemented at the club. Special focus was given to Scout Advisor, which was developed alongside IBM, using their Watsonx generative AI system.

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Ticket Raffle for the Launch of the`IV SPORTS DATA FORUM´

Sevilla FC, through its Innovation Center, in collaboration with Sports Data Campus and the University of Murcia (UCAM), is once again organizing the ‘Sports Data Forum,’ an increasingly rooted event focused on the use of data in sports. This fourth edition will also have a mixed format, alternating between in-person and online sessions, although the entire event will be fully streamed.

The online sessions will take place from March 25th to June 26th, with the inaugural session on March 21st at the Ramón Sánchez-Pizjuán stadium, featuring an in-person session where the President of Sevilla FC, José María del Nido Carrasco, will officially welcome the attendees. For this inauguration, the Innovation Center will raffle off 100 tickets among Sevilla FC members and season ticket holders who register through this LINK.

Football and sports are undergoing significant evolution due to digital transformation, the use of Big Data, and Advanced Analytics, areas in which Sevilla FC is an international reference. Throughout the IV edition of the ‘Sports Data Forum,’ various presentations and roundtable discussions will be held on topics such as professional game analysis or the latest trends in Big Data and Artificial Intelligence applied to football. Until its closure in June, speakers from elite national and international sports, data analysis, and R&D areas of clubs, as well as various professionals from Sevilla FC, will have participated.

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Sevilla FC, the european club with the most growth in 2023 on China´s most important social network

We continue to reap the rewards of our firm commitment to the internationalisation of the club. 2023 has been a particularly fruitful year in terms of one of the most populated countries in the world, China.

The club’s account on Weibo, the most popular social network in China, acquired more than 500,000 new followers in 2023. This brought the total number of Chinese fans following Sevilla to 1,285,000, and that number has since surpassed 1.3 million in the first few weeks of 2024.

In 2023, we grw 64% on Weibo, a percentage that underlines our position as the club that has grown the most in the last calendar year on this social network, ahead of clubs such as PSG, Barcelona, Tottenham, Roma, Real Madrid, Villarreal, Monaco, Real Sociedad and Borussia Dortmund. Our growth on Weibo over the past two years is 117% and, in 2023, all metrics in terms of post impact grew compared to 2022, and was the account’s best year since its inception.

Meanwhile, the progression on China’s social networks also extends to the video platform, Douyin, where the club’s account has almost reached 150,000 followers. By adding the followers on both platforms, we are now the Spanish team with the fourth-most followers in China after Barcelona, Real Madrid and Atlético de Madrid, with accounts on  Weibo and Douyin, and also on Wechat. 

Our growth on the main social networks in China can also be explained thanks to a strategy based on local content with nods to local culture and customs, collaborations with local influencers and the production of live programmes with native presenters who bring the daily happenings of Sevilla closer to the fans in the Asian country. 

As a sign of this, we are planning to develop several special initiatives in February to commemorate the Chinese New Year. To celebrate the arrival of the Year of the Dragon, the club will organise several special events to wish its Chinese fans the best during the match against Atlético de Madrid on Sunday 11th February.

The growth in digital platforms is only part of the work that we has been doing in China. Since March 2023, it has been working with ISS (International School Services) and are active at the Shekou International School in Shenzhen, China, where sports coaches carefully selected and trained by the club offer extracurricular activities to students, following the club’s exclusive methodology of talent development and training. They expect to finish the season with twice as many players in their different teams. As part of the programme, tournaments are also planned and a new Summer Camp will be held this summer.

Commercially we also have three official regional sponsors in China for the current 2023-2024 season: 1717, Kubet and Nova 88, which further strengthen our ties with the country’s football industry.

We encourage all our fans to get to know the culture of China better with the Spring Festival Gala broadcast by CMG this Friday starting at 1:00 PM Spain time through this link. Recognised by the Guinness World Records as the most-watched television program worldwide, this gala has become a cultural celebration that spreads the spirit and joy of the New Year celebration among Chinese communities worldwide.

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New Innovation Center Website and Launch of the Master´s Degree in Innovation and Technology

Talking about technology and football means talking about Sevilla FC. The club, which has been at the forefront of technological innovation in football for years, uses its Innovation Center as a hub for all the innovation that Sevilla FC offers the world of sport, as a result of the promotion and development of R&D+i projects that allow the club to respond to the new trends and demands of consumers in the sector. The Center now has a new website, sevillafcinnovationcenter.com, which is now a modern, easy-to-navigate space that will allow knowledge to be shared, offer content and develop talent through a wide range of academic activities.

The launch of this new website coincides with the launch of a new training programme that the Sevilla FC Innovation Center, together with UCAM (Catholic University of Murcia) and the Sports Data Campus, is making available not only to professionals in football, but also to any profile in the world of technology or sport who wishes to delve into the processes of transformation of sports entities based on innovation and technology. This is the Master’s Degree in Innovation and Technology for Sports Entities, different to all those offered to date and which will allow students to acquire the most cutting-edge knowledge on the subject, as well as offering practical content due to Sevilla FC’s own infrastructure. Enrolment is now available on the website.

The Sevilla FC Innovation Center offers a range of academic training in different disciplines related to sport and, specifically, football. Two training courses are currently active, the Master in Sports Law applied to Football and the Master in Big Data applied to Scouting . All the details about both courses are now available on the new Sevilla FC Innovation Center website. The Degree will also be available in English from October.

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“Scout Advisor” gains worldwide recognition following its presentation at the IBM TechXchange Summit.

Sevilla FC continues to solidify its position as a pioneering club in the application of cutting-edge technology in the world of football following the launch of the Scout Advisor tool. The application was globally unveiled this Tuesday at the IBM TechXchange Summit being held in Barcelona. The presentation was one of the focal points of interest at the event taking place this week in the Catalan city, where Sevilla FC’s Data Director, Elías Zamora, unveiled the project’s details alongside IBM’s Vice President, Dinesh Nirmal, who hosted the event wearing the Sevilla jersey. Scout Advisor is built on ‘watsonx,’ IBM’s Artificial Intelligence (AI) and data platform for businesses, at the express request of Sevilla FC, and it expands the catalog of tools already available to the entity, such as AiFootball and AiScouting.

The unveiling of Scout Advisor has sparked interest from media outlets worldwide and in some of the most important markets in the global economy. In this regard, renowned technology and industry publications worldwide like Forbes have taken notice, highlighting in their coverage that “Sevilla revolutionizes player recruitment with artificial intelligence.” Additionally, communication giants like Fox News in the United States have sought to share with their readers the advancements this innovative application can offer to the club. The American publication details the complete functioning of this innovation in an article titled: “How Sevilla FC uses IBM’s Watsonx to improve its player evaluation process.” Meanwhile, Expansión in Mexico highlights the “evolution” in the way of signing players that Scout Advisor represents, while Infobae, one of the publications with the widest reach in South America, describes the Sevilla FC’s new technological tool as “revolutionary.” In China, Sohu, one of the country’s most-read media outlets, points out that “Sevilla launches innovative tools based on IBM Watsonx,” while the Korean media outlet Naver highlights the arrival of AI-generated solutions to a yet unexplored field like football.

In particular, Scout Advisor will facilitate the day-to-day work of the sports management in streamlining and improving the efficiency of the information retrieval process in a database containing over 200,000 reports. The impact of the launch of this tool has also been felt in European countries such as Italy, France, the United Kingdom, Germany, Ireland, and Denmark. As for Asia, Sevilla FC’s new technological innovation has made waves not only in Korea and China but also in one of India’s most prestigious media outlets, The Times of India, in a country known for its advancements in technology. Scout Advisor has also piqued interest across the Atlantic with features in sports as well as generalist media outlets in Mexico and the United States, while garnering special attention in South America, particularly in Colombia, Argentina, Peru, and Chile.

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Sevilla FC presents Scout Advisor at the IBM Techxchange Summit 2024

Sevilla FC was present this Tuesday at the opening of the prestigious IBM TechXchange Summit, one of the most important technological congresses whose 2024 edition is taking place in Barcelona. An unbeatable opportunity to present Scout Advisor, the innovative Generative Artificial Intelligence (AI) tool that the club will use to identify and characterise players based on the natural language present in the scouting reports generated by its scouts, to an audience of more than 1,500 people.

Built on ‘watsonx’, IBM’s Artificial Intelligence (AI) and data platform for enterprises, Scout Advisor is being developed at the express request of Sevilla FC and complements its AiFootball and AiScouting tools by integrating with them in the future. Elías Zamora, data director of Sevilla FC, was in charge of presenting Scout Advisor on the main stage of the convention, together with the vice-president of IBM, Dinesh Nirmal, who had travelled to Spain and was wearing a Sevilla FC shirt for the occasion. They inaugurated the three-day event.

Scout Advisor makes it possible to automatically identify and characterise players based on textual information from hundreds of thousands of scouting reports. “We have probably the most extensive player database in football and now with Scout Advisor the process of searching and finding talent among so many reports will be much more accurate and faster. Generative artificial intelligence allows us to process the subjective aspects described with human language in its different forms and not only the objective data,” explained Elías Zamora.

The alliance between Sevilla FC and IBM confirms the club’s commitment to technological development, which has made it a reference in innovation in the world of football. In this sense, IBM did not hesitate to propose this collaboration with an entity, Sevilla FC, which it considers to be one of those high-level companies that create value and use technological innovation to transform the business, as admitted both Dinesh Nirmal this Tuesday in Barcelona and Fernando Suárez, director of Software in Spain for IBM, in the presentation to the media last week in Seville.

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Transforming Player Scouting with IBM’s Generative IA


Together with IBM, we are delighted to unveil Scout Advisor, an innovative Artificial Intelligence (AI) tool that the club will use to provide its scouting team with comprehensive data when it comes to the identification and evaluation of potential player signings. Built on ‘watsonx’, IBM’s AI and data platform designed for businesses, the club proposed the Scout Advisor concept with the aim of incorporating it into its pre-existing, in-house developed suite of data-generative tools.

The club’s data department has been working for months with IBM’s Client Engineering team to build this latest application, using natural language processing and the base ‘watsonx’ models to search for and analyse massive amounts of information present in its scouting database. This includes both quantitative data, such as height and weight, speed, number of goals or minutes played, and unstructured qualitative data, such as the written analysis included in its more than 200,000 scouting reports.

The solution’s natural language processing (NLP) capabilities have enabled the club to use multiple large language models (LLMs) to help improve the accuracy and efficiency of player identification. Using cues from the club’s scouts describing the key characteristics of players being assessed, Scout Advisor generates curated lists of candidates based on the traits being sought and summarises the full set of reports for each individual player. In addition, Scout Advisor links each player to our current database to produce further detailed information on their quantitative performance data.

Scout Advisor reduces the time needed and provides crucial support when it comes to making key decisions

Traditionally, player recruitment has been based on a combination of subjective human observation and data analysis. However, these measures have various restrictions given the amount of time they take and only consider a limited number of factors. Now, IBM’s Scout Advisor tools offers us a competitive advantage, combining those existing indicators with generative AI to close the gap between metric-based scouting and human behaviours that are hard to measure. This will improve our ability to identify talent and help in our decision-making processes.

Our scouting team is widely renowned for its data-based recruitment of emerging stars; yet, the club is also a pioneer in developing its own methods of using detailed information to gage a more rounded profile of each player we scout. IBM watsonx nurtures this data and communicates it in digestible terms, identifying possible signings based on key qualitative indicators and expert scouting opinion.

“Technology is part of the club’s DNA”

José María del Nido Carrasco, our club president, expressed that this step forward will mean that “our scouting and analysis teams are committed to finding the best players and young talent that will help the team and the club develop. They have worked tirelessly to build an impressive bank of data that will aid us to make informed decisions. Now, with IBM’s support, we can use this to its full potential. We are delighted to work with IBM, knowing that this project could be revolutionary not only within our club, but also throughout the sporting industry. It gives us a significant advantage in the recruitment process, allowing us to get the best fit for the team. We strongly believe that this collaboration will have a positive impact on sport in general. This is a clear indication of our intention to show that technology is not only an object, it is a powerful and helpful tool on our journey to the future. It will form a key part of our DNA.”

Ana Paula de Assis, Chair and General Manager EMEA at IBM, recognises the pride of “collaborating with Sevilla FC to use the full extent of ‘watsonx’ generative AI in order to help and to improve the accuracy and efficiency of the recruitment process. With the correct use, AI continues to change the rules of the game for businesses across all sectors.” Horacio Morell, President of IBM Spain, Portugal, Greece and Israel, explained that “at IBM we are very excited for this collaboration with Sevilla FC so that we can transform the process of signing new players and unlock the full potential of data analysis. This is a clear demonstration of how ‘watsonx’ can help companies through AI to gain a competitive advantage.”

Our collaboration with IBM is a fundamental part of our business strategy moving forward, with the intention of using AI to assist sporting operations. Integrating ‘watsonx’ into the current system will allow us to increase our ROI and make better, quicker and more informed decisions.

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How Sevilla’s data-driven methodology can help Saudi and regional clubs punch above their weight

In a landscape that includes arguably the world’s two biggest clubs, Real Madrid and Barcelona, as well as the likes of Atletico Madrid, Valencia and Athletic Club, Sevilla have managed to achieve remarkable success since promotion to La Liga from the Segunda Division in 2000/2001.

The Cope del Rey, Spain’s premier cup competition, was won twice in 2007 and 2010, while the Supercopa de Espana was also claimed in 2007.

Where Seville have achieved astonishing success, however, is in the UEFA Europe League, and its predecessor, the UEFA Cup.

The Andalusian club have won the trophy a record seven times, and are the current holders after defeating Roma on penalties in last year’s final.

At the heart of this success has been a scouting network that for long was the envy of the rest of Europe, and the world.

Speaking at the recent World Football Summit – Asia held in Jeddah, Sevilla’s Deputy General Manager Jesus Arroyo revealed how the club went from identifying some of the finest global talent via an intricate scouting system, to incorporating a new data-driven AI methodology in recent years.

It is strategy that he believes can help small- and medium-sized clubs in Saudi Arabia and the region compete with the big boys.

“One of our pillars in our strategic plan is innovation and knowledge,” he said. “Sevilla has the responsibility and commitment to try to share our knowledge, our experience with the rest of the football industry. Based on this vision, we have developed a (software) program where we try and achieve three main goals.”

“The first one is to try to develop the players,” said Arroyo. “We want to share our methodology with the players, with foreign players in order that they may grow with the methodology of Sevilla FC. We are talking about a club with tradition of more than 130 years.”

“The intention is to try and grow players with our methodology,” he said. “We have different programs. One program is to host players from other associations, for example, from Saudi Arabia. Come to Seville for a period of time, and we will provide a holistic service of training methodology, and some experience with first team to smell how important (being) a profession is.”

Arroyo revealed Sevilla’s intention to put together a team made up entirely of young foreign players, or trialists, next season.

“Of course we follow the rules of transfer of minors under 20,” he said. “But it’s not a matter of transfers, it’s not a matter of money. It’s a matter of sharing our knowledge with the players.”

The second pillar, according to Arroyo, provides training programs for coaches from around the world in the processes set in place at Sevilla, from the youth teams all the way up to the first team.

“Finally, the third pillar is to try and engage clubs and federations, where we can have a consultancy program partnership to grow in knowledge, in business, in sport.”

“If I had to highlight it on one sentence, it is a clear commitment of the club to share our innovation and to share our knowledge with the football industry,” said Arroyo.

From the early years of the 21st century, Sevilla established one of world football’s finest scouting systems, identifying young talent in Spain and from around the world, and developing them into world class players at the Ramon Sanchez Pizjuan Stadium. The big clubs would then come calling for the likes of Danny Alves and Sergio Ramos, and the club would repeat the cycle all over again.

However, as wide-ranging technical scouting departments for clubs became the norm, Sevilla had to innovate again to differentiate themselves from the pack.

“Five years ago, we asked internally how can we grow?” said Arroyo. “And we have a very clear (answer) that we had to do something else, something different. The answer was, we have to use the technology. We have to use the technology to do the same process, and the new process, in a very efficient way.”

“That means that, for instance, we apply technology on the ticketing side, or we apply the technology in order to mix the objective data provided by the performance of the players on the field, but also the subjective information that our scouts provide through the players.”

Elias Zamora, Sevilla’s chief data officer, does not have a football background — in true “Moneyball” tradition. He comes from “science, physics and mathematics” and before football, was involved in the stock market, where he developed financial algorithms.

In 2019, Zamora met with Arroyo, CEO Jose Maria Cruz, and Sevilla’s board of directors to map out the club’s transition into the tech age, and then in 2021, he was named chief data officer.

“So the question is, if we don’t do anything, if we just do the same as other people, we are going to get the same result of other people,” he said.

“And the results are typically dependent on money. The more money you have, the better results you’ll get, if you don’t do anything special. So because we don’t have more money than others, we have to do things in different ways in order to try to get a competitive advantage.”

“This was the idea. When I speak about data, let us speak about information. Information is directly under Jesus (Arroyo), and under the CEO, which means that we use information not just for business, not just for a sport, but we try to use data, that is information, for all the key areas of the club.”

That includes the fundamental areas of ticketing, sponsorships, marketing and retail.

With a team of more than 25 professionals dedicated to research and development, Sevilla have the biggest data department in continental European football, says Zamora. Using the software “AI Football,” they have one of the most advanced in the world as well.

“We have the capacity of developing our own technology. So we are the first club in Spain, for example, that was able to provide technology to La Liga, and not the (other way round).”

If embraced, Sevilla’s methodology can have a wide-ranging impact for clubs in the Middle East and Asia.

The revolution that swept through Saudi Arabian football over the last year has brought some of the world’s best players to the Kingdom’s elite clubs. However, those outside the “Big Four” of Al-Hilal, Al-Nassr, Al-Ahli and Al-Ittihad, must find other ways to compete.

Zamora reiterates Arroyo’s belief that Sevilla’s strategy could be the answer.

“This because we have our own team that is developing software and technology for our internal questions. And sometimes our internal questions are also the same questions as a club in Saudi Arabia, a club in Morocco, a club in Asia can have.”

“We are completely open to share this knowledge and to help (all clubs).”