3, 2, 1… EXE! Let’s go! The first session of the Legia Sport Business Programme in 2025 was dedicated to gaming, esports, and fan engagement. Exceptional speakers shared insights on how various aspects of sports and different fan groups can be integrated through holistic projects.
Why is gaming a key focus for LSBP? For starters, there are over 3 billion active gamers worldwide, as highlighted in the first session by Konrad Wójciński, drawing on his extensive experience at Electronic Arts and Kinguin.
This number is nearly as large as football’s global fanbase. Moreover, these groups overlap significantly, and their cross-influence is an inspiring phenomenon for the sports industry.
Adrian Kostrzębski added another perspective, discussing esports from the viewpoint of organizers of the largest tournaments and leagues. Are sports and esports two sides of the same coin? Adrian identified several elements supporting this notion. One striking difference lies in demographics: the average age of an NBA fan today is 42, while for PGA it’s 63. Meanwhile, esports attracts an audience with an average age of 27, representing the most dynamic, rapidly evolving, and mobile fan group.
Jakub Załuski, an experienced sports psychologist, shed light on the mental preparation aspect of sports, including those starting with the letter “e.” Jakub believes that while not every athlete must work with a sports psychologist, everyone needs sports psychology to succeed, following the principle: “To change something, you must first understand it.”
The second session focused on design thinking at Legia Warsaw, presented by Konrad Wullert, Head of the Club’s Graphics Department. He discussed projects such as the rebranding of Legia Ladies, the creation of the fourth kit for the 2024/25 season, and retro jerseys from the 1992/93 season—examples of the latest initiatives driven by this mindset.
Finally, Daniel Kryj, Merchandising Manager at Legia Warsaw, shared strategies on how to successfully introduce such unique designs into the FanStore and spark fans’ interest.
If you want to learn from the best and step into the sports industry armed with unparalleled knowledge, apply now for the 5th edition of the programme and start your journey with LSBP in October 2025!
