PSG-CrowdIQ White Paper on stadium atmosphere

Image: PSG

In a pioneering move to redefine the live matchday experience the Ligue 1 club Paris Saint-Germain FC (PSG) has teamed up with CrowdIQ, the leading innovator in fan engagement analytics, to quantify and enhance the unique atmosphere at the club’s home stadium – the Parc des Princes in Paris, France.

‘psg.fr’ stated that this cutting-edge collaboration marks the first time a European football club has transformed the traditionally subjective concept of atmosphere into a measurable, actionable performance indicator. The two organizations are now releasing a White Paper on how the stadium atmosphere can be quantified and harnessed to enhance the matchday experience.

The Paris Saint-Germain Football Club, commonly referred to as the Paris Saint-Germain or simply PSG, is a French professional football club based in Paris (France). They compete in Ligue 1, the top division of French football. With 52 major trophies won the PSG are the most decorated club in France and are generally considered the country’s biggest club and a leading force on the European stage.

The 48,229-capacity Parc des Princes is an all-seater football stadium in Paris, France. It serves as the home pitch of the Paris Saint-Germain (PSG).

Minneapolis (US)-based the CrowdIQ is a crowd analytics company that leverages computer vision and artificial intelligence (AI) to transform the way the live events are measured and enhanced. From sports to entertainment the CrowdIQ empowers the organizations to optimize the atmosphere, engagement and impact by analyzing the composition and behavior of the crowds.
 

Turning Emotion into Data

‘psg.fr’ further stated that the Paris Saint-Germain recognized that the emotional energy of its fans is not just the ambiance – it’s a strategic asset. The atmosphere drives loyalty, intensifies competition and elevates the matchday satisfaction. However, understanding and improving it has long been elusive. That changed with CrowdIQ. Leveraging the advanced computer vision, sound mapping and behavioral analytics the PSG and CrowdIQ co-developed a proprietary Atmosphere Index to objectively assess the stadium environment in real-time. The system captures crowd noise, movement, reaction timing, and sensory data creating a holistic picture of the fan experience.
 

Custom Innovation

The CrowdIQ’s tailored implementation for the Paris Saint-Germain involved:

• High-resolution computer vision to analyze the crowd behavior and demographics;
• Seamless data integration with PSG’s customer relationship management (CRM) and ticketing systems;
• Strategic calibration of the algorithm to fit the rhythms of both PSG’s Men’s and Women’s Senior Teams; and
• The deployment ensured minimal disruption to the fans while enabling large-scale, real-time data capture during peak matchday periods.

 

Insights that Reshape Strategy

The results have already delivered significant insights:

• Match Type Impact: The fan satisfaction during the European competitions is up to 10 percent higher than during the domestic league games thus shaping the marketing and the entertainment approaches accordingly;
• Arrival Trends: The fans arrive 25 minutes earlier for the Union of European Football Associations (UEFA) Champions League matches prompting the Paris Saint-Germain to enhance the pre-game activations;
• Engaging Moments: The data pinpoints the key emotional spikes – 15 minutes before kickoff and post-match celebrations – as prime opportunities for sponsor activations and content placement; and
• Sustained Energy: The Paris Saint-Germain fans demonstrate longer-lasting and higher-intensity engagement compared to the other global fan bases.

 

Future of Fan-first Football

As the Paris Saint-Germain continues to lead the way in stadium innovation the atmosphere analytics will remain a central component of its strategy to deepen the fan connection and fuel the competitive edge.

Said Jerry Newman, Chief Digital and Innovation Officer, Paris Saint-Germain, “We’re committed to creating the most immersive, emotional and unforgettable matchday possible. Thanks to CrowdIQ we can now measure and enhance it with precision.”

Added Tinus Le Roux, Chief Executive Officer (CEO), CrowdIQ, “At CrowdIQ we know the crowd is the real pulse of live sports. Our mission has always been to build a platform that captures that energy – measuring what makes live events unforgettable.”

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• CrowdIQ
• fan engagement
• Paris Saint-Germain

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