Client Success Story

Anticipating the future of soccer

Trendtracker empowers the Belgian Soccer community by monitoring 60 key trends impacting soccer and providing insights on innovation and change.

Case: Proleague
Sector: soccer

Strategic Question

The Pro League and its clubs are operating in a new media context, with evolving fans, new competitive forces and a dependency on digital


  Which trends will impact the soccer industry in the next coming years?

  Which innovations should the clubs incorporate?

  What are leading leagues and clubs doing?

  What are the trends in industries of our interest?

  How can we steer innovation roadmap of Belgian soccer clubs?


The Pro League & clubs are facing a new reality…

The shift to digital streaming, OTT and cord-cutting is accelerating, shifting stakeholders’ strategies, and causing volatility & uncertainty in the traditionally stable sports media rights market

The modern football fan is changing and adapting to new trends, and younger demographics are not consuming the way traditional fans have, demanding new channels to engage & have experiences.

The blurring of sport, entertainment and media, coupled with advanced technologies, have placed the Belgian Pro League and its clubs in the entertainment industry, competing with new forces.

Sports entities have seen traditional audiences shrink or shift away from TV, and are responding by building out their D2C capabilities so that they can own the fan relationships and monetize them in the future.

Next to that football faces its issues…

The European football ecosystem has survived the latest attack on its collectiveness with the shutdown of the Super League, although it showed how misaligned the different stakeholders are.

FIFA and UEFA continue to strengthen their models through the maximization of revenue from their flagship properties, and the distribution of funding through solidarity & development mechanisms.

Financial Fair Play has been in existence for over 10 years with improvements across clubs & leagues, however, the pandemic showed the economic fragility of European football and the dearth of profitable clubs across the continent.

Investors from different regions are pouring into football with different strategies for growth and profitability, seeking valuation increases rather than pure profitability.


The Belgian Pro League offers a trend radar encompassing 60 trends that continuously monitor what the sports and soccer landscape will look like in about 3 to 5 years.

The trends were identified during a strategic planning exercise launched by the Belgian Pro League.

Trendtracker continuously monitors the evolution of 60 trends clustered into 7 themes:

Business Models
Fan Experience
Sport Technology

This specific trend board is opened up to all Belgian football club employees working in strategy, innovation, market intelligence, digital, development, strategic sales etc. can access the online platform to gather all insights 24/7.

This process is fully automated. By using Trendtracker the Belgian football community is fueled with 100% data-driven intelligence on the context of soccer and sports.


By using Trendtracker.

The Belgian Proleague and its members get 360° insights on:

emerging technologies
market-disrupting trends
media shifts
changing consumer preferences

and much more specific trends impacting the soccer landscape.

Get started on your trend intelligence journey.

Book a meeting with our



Discover how you can get a substantial competitive advantage thanks to our AI-driven strategic intelligence platform Trendtracker. Complete the form to book your free demo

Our Trensition experts will:

  Give you a hands-on demonstration of Trendtracker

  Share how we enable you to monitor trends

  Discuss your business needs



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