From Matchday Local to Everyday Global
Unleashing new revenue streams in a digital world
How Arsenal, Paris Saint-Germain, and Brighton & Hove Albion are pioneering next-generation digital experiences to redefine fandom, amplify engagement, and drive extraordinary brand and revenue growth.
Football clubs are still the heartbeat of their hometowns, but beyond the stadium walls lies a world brimming with untapped potential. In a digital-first era, the ability to transcend borders and create deep, meaningful connections with global fans isn’t just an advantage—it’s the game-changer.
That’s why innovators like Arsenal, Paris Saint-Germain, and Brighton & Hove Albion are stepping into a new era, embracing Jugo’s immersive digital platform to build electrifying experiences that captivate fans, supercharge memberships, and unlock unprecedented brand and revenue expansion.
Some say the future belongs to those who can monetise their audience. We say the future belongs to those who can inspire them.
Welcome to a new era of fan engagement, where the possibilities are
The size of the opportunity
Arsenal F.C.
Stadium location: London, UK
Stadium capacity: 60,704
Est. global fanbase: 112 million
Paris Saint-Germain F.C.
Stadium location: Paris, France
Stadium capacity: 48,229
Est. global fanbase: 35 million
Brighton & Hove Albion F.C.
Stadium location: East Sussex, UK
Stadium capacity: 31,876
Est. global fanbase: 15 million and growing fast
We have millions of supporters worldwide, and our stadium only fits 60,000 people. It’s vitally important for us to try and connect with those global supporters.
Juliet Slot,
Chief Commercial Officer, Arsenal F.C.
Only about 0.2% of our global audience can attend the Amex on matchdays. That’s why from a digital point of view, we’re constantly looking for new platforms like Jugo to bring our 99.98% of supporters closer to the club, week in, week out.
Piers McDermott,
Head of Digital, Brighton & Hove Albion F.C.
The Challenge.
Expanding internationally is the key to unlocking limitless potential. But when 99% of your audience is beyond the stadium gates, how do you make them feel like they’re in the heart of the action?
The Solution.
Jugo bridges the gap between clubs and their worldwide fanbases, building dynamic digital communities, elevating engagement to new heights, supercharging memberships, and crafting immersive sponsorship activations that captivate audiences and open doors to untapped revenue streams.
High-Impact Moments, Real Results
Our Japanese fan event with Mitoma and Seike was a perfect example. It felt truly localised with cherry blossoms, Japanese hosts, and live player interactions. Over 600 people dialled in, 40% of them new sign-ups, and 30% clicked straight through to our retail store. It was a phenomenal success.
Piers McDermott,
Head of Digital, Brighton & Hove Albion F.C.
One event series drew attendees from 42 countries, spanning Australia, Canada, China, India, Japan, Pakistan, Peru, Singapore, South Africa, USA…
of attendees “would love” to join another Jugo experience.
increase in attendees from one event to the next.
Kit launch event:
722
QR code clicks.
Fan battle event:
+200K
views on socials.
Japan event:
75%
of attendees “unknown to the club” before the event.
A world of
infinite possibilities.
International fan engagement is more important than ever. The Premier League is the most global league in the world. While we remain rooted in our local community, it’s critical to communicate our ethos and values to a worldwide audience. Jugo helps us do that through immersive, story-led experiences that give fans genuine access.
Piers McDermott,
Head of Digital, Brighton & Hove Albion F.C.
The game is no longer just about what happens on the pitch—it’s about the universe that surrounds it. Clubs are more than teams; they are thriving ecosystems of culture, passion, and connection. Growth isn’t just about valuation—it’s about uniting millions of moments into a single, global experience.
Because modern supporters don’t just want to watch—they want to be part of the energy. To feel the pulse of the club in real-time, every day, from anywhere in the world. The digital era isn’t replacing matchday—it’s expanding it into something truly boundless.
We want to move from what has traditionally been a matchday, local experience, to an everyday, global opportunity to have a real one-to-one relationship with the club.
Juliet Slot,
Chief Commercial Officer, Arsenal FC
Jugo creates digital experiences where fans don’t just spectate—they step inside.
Arsenal, PSG, and Brighton & Hove Albion supporters gain unprecedented access to club legends, players, kits, stories, and exclusive moments that feel personal, immersive, and unforgettable.
These experiences don’t just build memberships—they ignite movement. They transform digital activations into living, breathing phenomena, amplifying sponsorship value across entire continents.
This is next-level thinking for clubs that dare to dream bigger. A unified vision that turns global fandom into real-world impact.
Our supporters are at the heart of everything we do. And our goal is to try and bring them closer to us. That's where our partnership with Jugo is so fundamental. It’s about giving those supporters worldwide opportunities to connect with each other and the club through a digital platform.
Juliet Slot,
Chief Commercial Officer, Arsenal F.C.
Why Jugo?
New frontiers
The key driver behind next-generation fan engagement. Jugo creates a digital gateway to millions of supporters who can’t physically attend matches—but want to be part of something bigger.
Players and legends who’ve joined our events have loved it as much as the fans. They’re fixated on the transitions and environments. It’s brought a new level of excitement for them too.
Piers McDermott,
Head of Digital, Brighton & Hove Albion F.C.
New revenue realms
Jugo transforms digital engagement into commercial gold, creating powerful new opportunities for sponsor activations. AIA Insurance called their event with Son Heung-min “the most effective activation we’ve done.”
Jugo events aren’t just watched—they’re felt. You see the buzz on screen, read it in the live chat, and measure it in skyrocketing memberships and electrified fan club communities.
New energy
New reach
Jugo isn’t just a platform—it’s a gateway to limitless engagement. A next-generation fusion of virtual experiences, immersive fan interactions, and digital evolution that takes club branding to an entirely new dimension.
Elevating the Fan Experience
You guys have been a brilliant addition to our digital fan engagement strategy. These events have delivered strong data capture, membership growth, and global brand exposure. The future’s very bright.
Piers McDermott,
Head of Digital, Brighton & Hove Albion F.C.
Jugo allows worldwide fans to share a moment with football’s greatest, including Kylian Mbappé, Son Heung-min, Martin Ødegaard, Declan Rice, Bukayo Saka, Fabian Hürzeler, Martin Keown, Glenn Murray, Bart Verbruggen, and Dario Vidošić.
Want to see how Jugo can transform your fan engagement and unlock new revenue streams with your global audience. Book a Demo with our team.
