SPOBIS 2026: How 1. FC Köln and LoyJoy are advancing the future of digital services
“No one is a tougher critic than a disappointed fan.” This guiding principle from sports marketing accompanied us to Hamburg in early February for the SPOBIS Conference, the largest event in the sports industry. It was LoyJoy’s debut on this stage, and what can we say? It felt like a real home game.
Using AI in direct contact with the fan base requires courage and the right technology. A standard bot is not enough to meet the high emotional expectations in sports. Together with our partner, 1. FC Köln, we were able to show on the Tech Stage how this challenge can be mastered.
“AI doesn’t mean less emotion, but more closeness to the fan”
In front of a packed grandstand and on real artificial turf, Merlin Klüver (1. FC Köln) summed it up in our joint presentation: AI in the sports business is not a “cold robot,” but a tool for greater closeness. In our slot **“More than service: The AI chatbot of 1. FC Köln,“ we showed how ”Effzeh” scales passion in service. The strategy is simple but effective: AI handles requests that fans want resolved quickly, such as ticket information, advance sales, or service requests. This frees up valuable time for the human team to focus on the real matters of the heart that require personal attention.
The results speak for themselves:
- Service relief: Significantly less email traffic thanks to direct, automated solutions in chat dialog.
- Increased sales: The bot acts as a digital salesperson, advising fans on merchandise and guiding them directly to checkout.
- Availability: Around the clock, no waiting on hold. Exactly when the fan needs the information.
Live experience at the booth: Experience Voice Agent up close
The response was overwhelming, not only on stage but also at our booth. Our striking orange telephone was in constant use. Visitors could simply pick up the receiver and speak directly to our voice agent. This immediacy demonstrated that voice AI is now simple, accessible, and fully established as a technology that can create real added value in dialogue.
Conclusion: The league is ready for the next level
SPOBIS has shown us that there is a huge demand for intelligent automation in sports. However, the industry is not looking for standard solutions, but rather “emotional agents” that fit the identity of the club.
We are leaving Hamburg with a lot of momentum, full notebooks, and the joy of already having more clubs in the pipeline that want to further develop their fan experience with LoyJoy.
Would you like to know what modern AI interaction feels like and how we make everyday life easier for 1. FC Köln fans (and many others)? Try out our 1. FC Köln chatbot for yourself. Click here to go directly to the FC website.
Thank you Hamburg, thank you 1. FC Köln, and thank you to everyone who visited us! See you at the stadium or in the chat.
— by Laura Knittel