Ori, tell us about your background.Well, I’m a lawyer by education. I studied sports law in England before moving back to Israel and taking up a legal role within the Israeli Football Association. From there I developed at the association before taking over as chief executive in 2009, where I spent seven years before leaving for a new direction and a new challenge.When I left I had done a lot of delegate roles for Fifa and Uefa and had become part of the footballing family, not just domestically but internationally as well. I was well acquainted and well connected in the industry, so I knew that that would always help going forward.Tell us about Fanzone – it must be incredibly different work to what you were doing previously?So as I said, I spent seven years as the chief executive of the Israeli FA and then left around two years ago. Since then I’ve founded the company Fanzone, and it’s been quite an incredible experience.When I left I had no idea about startups, or what they were.
I only knew of the concept of them. What I did know, however, was about football, and about fans in particular. One thing I learnt especially during my time in football was about fans and the issues they would have around attending events, logistically.I knew the solutions they needed, and added this to the contacts and network I had in the industry, and I saw a really good opportunity to help. From there, Fanzone was ‘started up’.How did you go about starting the company – with limited understanding of the startup world?I founded Fanzone with my partner, Tomer Kazaz. Tomer is a computer engineering graduate who has really strong experience in the technical area. He previously worked in the cyber department of the Israeli Army, and when we partnered he became co-founder and chief technology officer of Fanzone. It was a bit of a change of direction for him – but he’s really bringing the technology alive for the company.You’ve discussed how the company came about, but what does it actually do?
We’re a B2B2C company. What that means is we don’t market to consumers at all. We sell our product, our technology, to businesses for them to then use with consumers. It’s a slightly different approach to a normal startup, I suppose, but so far it’s working.As I said, I saw all of these logistical issues for fans going to events, but I also saw the solutions. We basically provide the technology to solve all of these issues, and then sell this to rights holders or organisers for them to then incorporate in to their official apps.It has multiple different aspects to it, both for fan use but also for monetisation for us.Fans can go on to the official app of the event they are going to, and then can chose an option such as ‘planning your experience’ or something similar. They will be taken to a section of the app completely powered by Fanzone.There, they can find car shares, taxi services, bus, train, tram services that are going to the game or event, and from there they can plan and book their journey.
They can also create profiles and chat with fellow fans heading in the same direction, on the same transport before the game, and can even meet up with them.To then monetise this, after initially selling it to the organiser, we have a number of deals with the transport providers where we take a commission when fans book through a Fanzone-supported app.How has the app worked with Euro 2016?It’s been incredible, really. It’s really helped to boost our profile, obviously. If you go on to the official Uefa Euro 2016 app, then you can select your team, and your game, and where you are travelling from, and the app works all the rest out for you. Everything is completely tailored.That whole capability [on the official Uefa app] is operated and provided by Fanzone. Fans that share their location can also be found by other fans, and you can share rides and trips together. It’s all about turning the journey into part of the event itself.The data that it builds up is incredible as well, and Uefa have so far been really happy with it.
It’s also another platform for their sponsors to activate on, and the likes of Continental and Hisense have been very impressed.You mention the data that you’re collecting – how can you use this to help further the game experience?Well, its an interesting one. Because of our business model, we ultimately don’t own the data that fans put in. The companies that buy our app own that data, but for them the opportunities are endless. They can understand general fan behavioural trends – how they travel and what they do on matchdays, as well as their buying and booking habits.For security purposes, particularly in the light of events at this tournament so far, can it help with safety?It’s not something we had thought of on our part, and you’d have to look at how Uefa are using the data for that, but the capability is certainly there. If there is any trouble and fans have signed up to the Fanzone and made a profile, you’d be able to know their travel plans and where they had been – it could even help if fans got themselves in to trouble.
What are the future plans for Fanzone? Where do you want to take it?I’m a big big believer in not straying too far from what made you initially successful. For many companies, when they first set up, they try and take over the world by growing into a lot of different areas. They ultimately end up becoming a jack of all trades, but a master of none.With Fanzone, I want to keep on going with what we know we are good at. Ultimately, that is travel and transport. We want to expand into more events and our work with the Euros is really going to help us do that.Imagine pitching to a company and saying to them that we are a startup technology company, compared to telling them that our technology supported the entire Uefa Euro 2016 tournament – the difference is immense.Really, our aim is to continue to grow in what we do well, and we’re on the cusp of some even bigger events and projects, so fingers crossed all things go well.It’s been a fascinating journey so far. There can be no doubt that I’m more stressed, busier, and earning less than I ever was at the Israeli FA, but it’s also in doubt that I’m happier and more fulfilled each and every day – let’s just hope that it continues!