UEFA at forefront of innovative solutions


UEFA partners with two start ups Image: UEFA

The Union of European Football Associations (UEFA) announced on February 8th a partnership with two start-ups – The Waste Transformers and Move.ai – as part of the UEFA Innovation Hub’s mission to address key challenges and leverage new opportunities in football through innovative solutions.

‘UEFA’ stated that in this incubation phase, which will last until the end of this season in June, the UEFA Innovation Hub will test and analyze the creative solutions that these companies offer in the domains of circular economy and fan engagement, with the potential for future additional collaboration.

Nyon (Switzerland)-based the Union of European Football Associations (UEFA) is one of the six continental bodies of governance in association football. It governs football, futsal and beach football in Europe and the transcontinental countries of Russia, Turkey, Azerbaijan, Georgia, and Kazakhstan, as well as Asian countries such as Israel, Cyprus and Armenia. The UEFA consists of 55 national association members. Because of the 2022 Russian invasion of Ukraine, the FIFA and UEFA suspended all Russian national teams and clubs from any FIFA and UEFA competitions.

Amsterdam, Noord-Holland, (The Netherlands)-based The Waste Transformers is a waste solution providing firm that develops commercial garbage disposable systems.

‘UEFA’ further stated that the Waste Transformers is a Dutch company that specializes in decentralized waste management that turns onsite organic waste into value streams like compost, fertilizer and renewable energy. The purpose of the incubation process is to adapt their products for stadiums and municipal sports facilities that could transform waste management from a cost center into a revenue opportunity, as well as to turn football facilities into sustainable assets for the community.

London (UK)-based the start-up company Move.ai was founded to empower millions of creators by harnessing the potential of computer vision to truly digitize movement at scale. Its technology enables motion capture in any environment using off-the-shelf cameras, mobile phones, computer vision, and deep learning. Set up in minutes, shoot anywhere and perfectly digitize any movement for export into every game engine. The start-up is an English high-fidelity motion data capture technology company. The purpose of the incubation process is to assess how their technology can be used for fan engagement features as well as for the technical aspects of football.

The world is experiencing unprecedented change and this brings great opportunities for football. The UEFA Innovation Hub is a vehicle for future-proofing UEFA and ensuring they stay one step ahead of the latest trends to shape the future of their sport.

Averred Andrea Traverso, UEFA Director of Financial Sustainability and Research, “We are looking forward to working with The Waste Transformers and Move.ai as a part of UEFA’s strong commitment to finding innovative solutions. The Waste Transformers has impressed us with their solution to foster circular economy within stadiums, training facilities and communities that surround them. The Move.ai has developed a very innovative motion capture technology that has a disruptive potential within the fan engagement, e-gaming and digital sectors. In an ever-evolving environment, it’s more important than ever that we remain at the forefront of innovation by constantly monitoring and leveraging opportunities for the continuous improvement of European football.”

Exulted Lara van Druten, head honcho of The Waste Transformers, “We are truly delighted that we will embark on this journey with UEFA. This collaboration is a milestone in fostering a smart, Green approach to solving the challenge of food waste. We look forward to the deep dive into the world of football and collaboratively defining with the UEFA Innovation Hub the best way to co-power stadiums with their own good energy.”

Added Anthony Ganjou, Co-Founder of Move.ai, “Football doesn’t exist without motion – nor does Move.ai! The UEFA’s vision for the future of how the game can be interacted with in different ways by fans, be it interactive experiences in person, in virtual worlds, through social feeds or enhanced broadcast experiences, align perfectly with our vision of how sports content will evolve.”

The start-ups will benefit from UEFA’s internal expertise, industry knowledge, vast network, visibility, and the potential for implementation in European football.

More information about the UEFA Innovation Hub can be found here.

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