This is the second episode in a series of 5 focused on #Innovation and hosted by Leanne Bats, a former All Blacks and FC Barcelona executive now leading innovation for a regional sports trust in New Zealand.
On this week's episode of the Sports Pundit Innovation Podcast, Leanne is joined by Tareq Nazlawy, co-founder and CEO of Trace, a new product focused on recognising the 99% of fans who aren't at the game.
Tareq brings a rare blend of strategic, digital, and creative expertise to the world of sport from his early days at BCG to leading global digital innovation at Adidas, including its groundbreaking entry into Web3.
Now at Trace, he is building a new way for fans to collect and own the moments that matter most, digitally. Whether you're in the stands or halfway across the world, Trace captures the emotional electricity of live sport, transforming into verified digital memorabilia for fans to collect, share, and build identity around.
In this conversation, we'll unpack Tareq's journey, the future of fandom, how the technology can deepen these fan connections, and why sports organisations need to start seeing their global audience as active participants, not just spectators.
Timestamps
02:00 Tarek's Journey from BCG to Adidas and Beyond...
06:00 The Birth of Trace: A New Era for Fans
15:00 The 99%: Recognising Remote Fans
22:00 The True Size of Your Stadium: Engaging All Fans
28:00 Introducing Trace: The Fan Credential System
34:00 Case Studies: Formula One and ATP Tour Success Stories
44:00 Challenges and Misconceptions in Fan Engagement
49:00 Closing Thoughts
Additional Links
Connect with Tareq on LinkedIn - Here
Connect with Leanne on LinkedIn - Here
