turfcoach and Atom Stars to Shape the Future of Football With Southampton FC

Southampton FC's Future of Football program (powered by Sport Republic and Yolo Group) chose teams focused on sport performance and fan engagement for future collaboration.

Southampton FC's Future of Football program (powered by Sport Republic and Yolo Group) chose teams focused on sport performance and fan engagement for future collaboration.

LONDON, England, May 15, 2023

Southampton FC moves forward with turfcoach and Atom Stars, who took the top prize in the club's Future of Football program. The four-week virtual sprint program, powered by Sport Republic and Yolo Group, offered direct access to Southampton's business and commercial decision-makers. In a collaborative environment, teams prototyped solutions to build future value for the club, on and off the pitch.

260 Applicants, 2 Winners

Of the 260 original applications to the program — from 45 countries — six teams pitched in the finals for a potential commercial relationship with SFC and for the opportunity to win a £100K discretionary prize pool provided by Yolo and Sports Republic. The St. Mary's finale was judged by a panel of representatives from the club, Sport Republic, and Yolo Group. The winners, Turfcoach and Atom Stars, will go on to further develop their proposal with the club. 

Sarah Batters, Director of Partnerships & Marketing for Southampton FC, stated:

"It's been fantastic to work with all the teams involved and to have such a diverse range of organizations. Both Atom Stars and Turfcoach really push the boundaries and are at the forefront of technology in different ways. We would like to congratulate them as the winners and, we look forward to working more closely with them in the future."

With direct and hands-on processes, the program ensured that solutions would be customized for the club, while decision-makers had insights into the teams' progress and capabilities. The final decision is intended to deliver a win for club fans, management, and partners.

Christian Theil, CEO of Turfcoach, stated:

"Throughout the program, we were able to interact with a variety of stakeholders at SFC, including groundskeepers, estate managers, and the performance team. This collaborative approach enabled us to craft a tailored business proposal that was fortunately well-received."