SFS23: "We tend to underestimate the complexity of the digital ecosystem" (C. Tha, Samba Digital)

"The main issue is that we tend to underestimate the complexity of the digital ecosystem. Our world is based on different platforms that do not work in the same way. New services and features can be added to a platform any day. Clubs also need to differentiate their strategy. Sometimes a platform will not work the same in every market," said Carolina Tha, business development and client success manager of Samba Digital, in Rome (Italy) on 21/11/2023.

Carolina Tha spoke at the Stadio Olimpico as part of the 6^th edition of the Social Football Summit, a leading international event for the football industry, held on Tuesday 21 and Wednesday 22/11/2023. She took part in a panel entitled "Digital transformation in football" alongside Charles Frémont, innovation hub manager at UEFA, and Andrea Rizi, head of media and sports partnerships Italy at YouTube.

"As a football organisation, we get many requests from startups and tech providers using all the buzzwords (AI, NFTs, metaverse). These are all appealing partnership opportunities, but we need to analyse what our strategic challenges are…