As football clubs grow global, traditional post-match commentary fails to meet rising fan expectations. GenFutures Lab partnered with Leonardo Labs to solve a critical question: how can clubs deliver meaningful, localised, and scalable digital experiences for diverse international fans — within hours of a match?
MY APPROACH
We developed Leo AI, an interactive virtual football analyst that transforms raw match data into hyper-personalised fan experiences. Delivered just hours after the final whistle, Leo AI offers insights, commentary, and Q&A in multiple languages. Our work included:
- Real-time data capture: Match commentary, player stats, and performance data
- Avatar generation pipeline: Trained on each match, built for cultural and linguistic accuracy
- Multi-platform deployment: Optimised for web, mobile, and broadcast integration
- Scalable persona design: Custom avatars that match local fan expectations from tone to accent
- Multi-Language Support: Delivering analysis in fans’ native languages to enhance relatability.
Each Leo AI avatar is deeply informed, richly interactive, and instantly relatable helping clubs meet fans where they are.
OUTCOME & ACHIEVEMENTS
REAL-TIME, MULTI-LINGUAL FAN ENGAGEMENT
Fans receive match breakdowns within hours delivered by a lifelike AI match analyst who speaks their language and gets their local context.
HIGHER COMMERCIAL UPSIDE
Clubs gain new monetisation channels through targeted sponsorship, merchandise integration and data-driven campaigns rooted in fan behaviour.
SCALABILITY ACROSS FIXTURES & MARKETS
The same match data powers dozens of avatars each tailored for different geographies and fan profiles – enabling global consistency at local scale.
GEN Z ENGAGEMENT, DONE RIGHT
With interactivity and personalisation at its core, Leo AI taps into the expectations of younger fans creating loyalty through connection.
TESTIMONIALS
“This is great, I like the customisation feature. You can just tell it works.”
— Michael Russell, Manchester City
“Statistics are huge for us, so being able to speak to an AI that knows nearly everything is amazing.”
— Kelechi Amadi, Wimbledon
“Super cool product, I can see its benefit.”
— Will, BayStreet Capital
Looking to engage fans in new, personalised ways? Let’s build the future together.
