Let’s talk fan engagement at FBIN Marketing Summit in Prague on 25th May

Open Loyalty is proud to support the biggest football marketing event in Europe. We’re joining the FBIN Marketing Excellence Summit in Prague as an event partner and speaker. 

As loyalty experts with a soft spot for football, we could not think of a better room to be in. On stage Marcin Dyguda - Open Loyalty’s Head of AI Innovation - will be talking about how loyalty programs can drive real fan engagement and matchday revenue for clubs. Come find us in Prague.

About FBIN Marketing Excellence

Now in its third edition, the FBIN Marketing Excellence Summit has established itself as the standout event for football marketing professionals in Europe. MXS2026 takes place on May 26, 2026 at the epet Arena in Prague, home of AC Sparta Prague, bringing together more than 150 professionals from over 20 countries for a full day of focused conversation on brand, fan engagement, and digital innovation.

The MXS2026 consists of six tracks across two stages, a mix of keynotes, presentations, fireside chats, and panel discussions. If you work in football marketing and you're only going to one event in Europe this year, MXS2026 is the one.

"With Open Loyalty, we’re once again bringing to the stage what makes our Excellence Summits so special: genuine insights from rights holders and their partners. And this partnership is definitely a model to follow, a best-practice example for other clubs. We look forward to these exclusive insights."

Thomas Maurer, Managing Director, FBIN

Learn how to engage fans with loyalty program and drive revenue

Open Loyalty joins MXS2026 as an event partner, with Marcin Dyguda, Head of AI Innovation at Open Loyalty, taking the stage as part of the "Data, CRM & Fan Intelligence" track.

Marcin's session makes the case that rewarding behavior drives better outcomes than rewarding outcomes alone. Early arrivals, ticket releases, consistent matchday attendance - these are behaviors clubs can actively shape through smart loyalty design, and the results that follow are measurable. The session walks through the framework, the thinking behind it, and what it looks like in practice for clubs ready to move beyond points and discounts.

"Football clubs are leaving money on the table on matchday, and it's rarely about lack of interest from fans. When you nudge fans to arrive earlier, they have more time to grab food, get a drink, and browse the merch store. Design loyalty around behaviors, and the revenue follows naturally. Everyone wins."

Marcin Dyguda, Head of AI Innovation, Open Loyalty

Meet us in Prague

Fan engagement, gamified loyalty, building deeper relationships with supporters - if these are on your radar for 2026, let’s connect in Prague. Reach out to Marcin Dyguda on LinkedIn to set up a meeting during the event, or contact the Open Loyalty team directly. 

We’d love to talk shop with fellow football and loyalty enthusiasts!