PSG Partners with CrowdIQ to Turn Stadium Atmosphere into Data-Driven Strategy

Paris Saint-Germain (PSG) has taken a groundbreaking step in redefining the live football experience by partnering with CrowdIQ, a leader in AI-powered fan engagement analytics. This first-of-its-kind collaboration in European football introduces a new way to quantify stadium atmosphere, converting emotion into measurable data that informs real-time decisions and long-term strategies.

Atmosphere Becomes a KPI at Parc des Princes

Recognizing that the energy and emotion of fans are powerful assets, PSG and CrowdIQ co-developed an innovative Atmosphere Index, enabling the club to monitor and optimize the matchday environment. Using advanced computer vision, audio mapping, and behavioral analytics, the system captures a complete picture of fan behavior – from noise levels to emotional reactions.

This technology turns previously subjective experiences into performance indicators that can be tracked, analyzed, and enhanced over time.

How PSG Uses CrowdIQ Technology on Matchday

At Parc des Princes, the system includes:

• High-resolution video analysis to assess crowd movements and demographics
• Integration with PSG’s CRM and ticketing platforms for a full view of fan behavior
• Real-time analytics across both the men’s and women’s senior teams
• Non-intrusive data collection, ensuring a seamless experience for match-going fans

These tools are calibrated specifically for PSG’s matchday flow, capturing key insights without disrupting the stadium atmosphere.

What PSG Learned – and Why It Matters

Early data from the Atmosphere Index is already shaping PSG’s operational and marketing strategy:

• Champions League matches drive 10% higher fan satisfaction than domestic league games, influencing entertainment planning and sponsor placements.
• Fans arrive 25 minutes earlier to UEFA fixtures, prompting more pre-match activations and on-site promotions.
• Key emotional peaks—15 minutes before kick-off and post-match celebrations—are now used for targeted sponsor activations and high-impact content delivery.
• Fan engagement lasts longer and is more intense at PSG than at other global clubs, showcasing the loyalty of the Parisian crowd.

Setting a New Global Standard for Stadium Fan Experience

Inspired by PSG’s success, other major sports organizations are now adopting similar approaches:

• San Antonio Spurs (NBA) are building an NBA-specific fan engagement index using the CrowdIQ model for the 2025–26 season.
• Tennessee Titans (NFL) are using PSG’s data insights to help design fan-first features in their upcoming Nissan Stadium.

This marks the beginning of cross-league collaboration in optimizing live experiences through fan behavior analytics.

A Future Built on Fan Engagement Data

As PSG looks ahead, fan atmosphere analytics will remain a pillar of its innovation roadmap. The club sees emotional intensity as a competitive advantage—and now has the tools to manage it scientifically.

“We want every match at Parc des Princes to be unforgettable,” said Jerry Newman, Chief Digital and Innovation Officer at PSG. “With CrowdIQ, we can actually measure and improve the emotional energy of our stadium.”

Tinus Le Roux, CEO of CrowdIQ, added: “We believe the crowd is the heartbeat of live sports. This partnership with PSG proves what’s possible when clubs use data to listen to their fans.”

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