Fan Experience at 360 Degrees: an event with Oracle on the digital future of sports
Mashfrog Group and Oracle presented an integrated vision of the sports fan experience, where digital ticketing, loyalty, and data converge to create value and engagement.
What makes a live event truly memorable? That was the question that opened "Fan Experience at 360 Degrees," the exclusive event organized by Mashfrog Group and Oracle Italy, dedicated to the future of live experiences in sports. A morning of dialogue and innovation, where technology, data, and creativity came together to show how digitalization can create value for fans, clubs, and sports venues.
The fan experience as a connected ecosystem
During the event, hosted at Oracle’s headquarters in Rome, the discussion focused on how the sports experience no longer ends with the 90 minutes of play but lives on in a continuum that precedes and follows the event itself.
Andrea Bianchini, Product Manager at Mashfrog Group, presented a model that captures this vision in three phases — Prepare, Live, Last — and three main players: fans, organizers, and venues.
The journey begins with the Prepare phase, where anticipation is built and services and offers are personalized; continues with Live, when digital tools enable real-time interactions and services; and concludes with Last, where data and engagement sustain the post-event relationship.
Each phase generates specific value for different stakeholders who, thanks to a shared digital infrastructure, become part of a single ecosystem where experience, efficiency, and knowledge mutually reinforce one another.
TicketWallet: the technological foundation of the digital experience
Antonio Grillo, R&D and Product Engineering BU Director at Mashfrog Group, presented TicketWallet, the customizable solution developed by Mashfrog in partnership with Vivaticket, already adopted by top Serie A clubs and capable of turning any event into a fully digital experience.
From ticket management to audience engagement, TicketWallet integrates ticketing, communication, and services, offering clubs and venues a direct channel to connect with fans before, during, and after the event. Its scalable architecture and integration with Vivaticket enable a seamless, secure, and fully customizable experience for both fans and operators.
The Oracle ecosystem and technological convergence
Mashfrog’s vision naturally aligns with the Oracle ecosystem, which places customer knowledge at its core and builds valuable relationships through integrated loyalty and customer experience platforms.
As Max Byloff, Head of Global Sales at Oracle, emphasized: "The true strength of sports organizations lies in their fanbase. Understanding, engaging, and retaining fans is now a strategic priority. With our loyalty and customer engagement solutions, we aim to help clubs turn every interaction into a moment of value, where technology and relationships move forward together."
This vision was echoed by Stefanie Schuster, Account Manager at Oracle, who highlighted that "the collaboration with Mashfrog Group demonstrates how the integration of digital ecosystems can simplify venue management and enhance the quality of the experience for all stakeholders involved. With platforms like Symphony and CrowdTwist, we enable seamless and intelligent data management, empowering new forms of engagement."
An approach that combines Mashfrog’s ability to develop customized digital solutions with the robustness of Oracle platforms, offering professionals in the sports & entertainment industry an integrated model for managing and enhancing their audiences.
An open discussion on the future of the sports experience
The morning concluded with an interactive roundtable that gathered participants’ insights and perspectives on the themes of trust, personalization, and the value of the live experience.
The conversation between Mashfrog, Oracle, and the sports industry representatives confirmed a shared vision: the fan experience of the future will be increasingly digital, immersive, and data-driven.
