Sports Pundit Podcast Network Tareq Nazlawy [Innovation #02]: Recognising the 99% of Sports Fans Who Aren't at the Game
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Jun 16, 2025 
Tareq Nazlawy, co-founder and CEO of Trace, dives into the realm of sports fandom, emphasizing the 99% of fans who experience the game from afar. With a background at BCG and Adidas, he discusses how Trace is revolutionizing the digital memorabilia landscape, allowing fans to own and share significant moments. The conversation touches on the importance of engaging remote fans, the innovative use of digital collectibles, and the potential of Web3 to deepen emotional connections with sports. Tareq's vision aims to transform passive spectators into active participants in the sporting world.
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Tareq Nazlawy's Career Journey
- Tareq Nazlawy moved from consulting at BCG to Adidas to hands-on digital innovation and Web3 leadership.
- He founded Trace to solve fan recognition, motivated by his own passion and industry needs.
Play Enhances Fan Engagement
- Play and entertainment are key to engaging fans beyond just products or brands.
- Recognition and collectability connect fans into active communities, not just passive viewers.
Fandom is Active, Yet Fragmented
- True fandom is active and committed, even if not physically present at events.
- Current digital consumption is fragmented, lacking a system that recognizes and connects fans holistically.