Tareq Nazlawy [Innovation #02]: Recognising the 99% of Sports Fans Who Aren't at the Game

This is the second episode in a series of 5 focused on
#Innovation and hosted by Leanne Bats, a former All Blacks and FC
Barcelona executive now leading innovation for a regional sports
trust in New Zealand. 





On this week's episode of the Sports Pundit Innovation Podcast,
Leanne is joined by Tareq Nazlawy, co-founder and CEO of Trace, a
new product focused on recognising the 99% of fans who aren't at
the game.


Tareq brings a rare blend of strategic, digital, and creative
expertise to the world of sport from his early days at BCG to
leading global digital innovation at Adidas, including its
groundbreaking entry into Web3.


Now at Trace, he is building a new way for fans to collect and
own the moments that matter most, digitally. Whether you're in
the stands or halfway across the world, Trace captures the
emotional electricity of live sport, transforming into verified
digital memorabilia for fans to collect, share, and build
identity around.


In this conversation, we'll unpack Tareq's journey, the future of
fandom, how the technology can deepen these fan connections, and
why sports organisations need to start seeing their global
audience as active participants, not just spectators.





Timestamps


02:00 Tarek's Journey from BCG to Adidas and Beyond...


06:00 The Birth of Trace: A New Era for Fans


15:00 The 99%: Recognising Remote Fans


22:00 The True Size of Your Stadium: Engaging All Fans


28:00 Introducing Trace: The Fan Credential System


34:00 Case Studies: Formula One and ATP Tour Success Stories


44:00 Challenges and Misconceptions in Fan Engagement


49:00 Closing Thoughts





Additional Links


Connect with Tareq on LinkedIn - ⁠Here⁠


Connect with Leanne on LinkedIn - ⁠Here⁠