On January 10, participants in the Legia Sport Business Programme attended a session on the intersection of fan engagement, merchandising, gaming and esports — areas that increasingly shape how modern sports clubs communicate with fans, build loyalty and generate long-term value.
The session explored how these four domains form a single, connected ecosystem, redefining the relationship between clubs and their audiences, particularly among younger, digitally native generations. As gaming and esports continued to grow globally, sports organisations were increasingly rethinking traditional engagement models and searching for new ways to remain relevant beyond matchday experiences.
During the session, participants discussed:
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how fan engagement had evolved in a digital-first environment,
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why gaming and esports had become strategic tools for sports clubs,
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how merchandising was transforming into a cultural and lifestyle expression of club identity,
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and how these areas could be integrated into a coherent, long-term club strategy.
The session was led by a group of experts representing strategic management, psychology, communication and merchandising.
Piotr Pietrzak, Senior Executive and Strategic Advisor at Legia Warszawa, presented a club-level perspective on how fan engagement, gaming and merchandising should be embedded within the broader governance and organisational structure of a professional football club.
Jakub Załuski, Sports and Esports Psychologist, focused on the human and psychological aspects of performance and engagement, drawing on his experience working with athletes, esports players and academic institutions.
Konrad Wójciński, Marketing and Public Relations Expert, discussed communication strategies at the intersection of sport, gaming and fan culture, highlighting the importance of consistent brand storytelling and authentic digital engagement.
Daniel Kryj, Merchandising Manager at Legia Warszawa, presented how merchandising could function as a key fan engagement tool, closely linked with digital culture, gaming communities and modern consumption patterns.
The January 10 session formed part of the ongoing Legia Sport Business Programme, which combines practical expertise with strategic insight, providing participants with a comprehensive understanding of contemporary challenges and opportunities within the sports business ecosystem.
For those who would like to take part in similar sessions and actively build a career in the sports industry, recruitment for the sixth edition of the Legia Sport Business Programme is already open. APPLY HERE!
The new edition of the programme will start in October 2026 and is designed for individuals seeking practical knowledge, direct access to industry experts and real insight into how modern sports organisations operate. Participation in the programme offers a unique opportunity to develop competencies, expand professional networks and gain hands-on experience within the sports business ecosystem.
