News article

UEFA partners with start-ups focused on sustainability and fan engagement

February 16 2023

European football governing body UEFA has recently announced a partnership with two start-ups, The Waste Transformers and Move.AI, as part of the UEFA Innovation Hub.

UEFA partners with start-ups focused on sustainability and fan engagement

During an incubation period, the UEFA Innovation Hub will test and analyse the creative offerings from the two companies in terms of a circular economy and fan engagement, with the potential for future additional collaboration. 

Based in the Netherlands, The Waste Transformers specialises in decentralised waste management that turns on-site organic waste into value streams like compost, fertiliser and renewable energy. 

The incubation process will see The Waste Transformers adapt its products for stadiums and sports facilities, resulting in extra revenue opportunities or turning football facilities into sustainable assets for the local community.  

Chief executive of the Waste Transformers, Lara van Druten, said: “We are truly delighted that we will embark on this journey with UEFA. This collaboration is a milestone in fostering a smart, green approach to solving the challenge of food waste. We look forward to the deep dive into the world of football and collaboratively defining with the UEFA Innovation Hub the best way to co-power stadiums with their own good energy.”

Move.AI is an English high-fidelity motion data capture technology company. During the incubation period, the company will assess how its technology could be used for fan engagement features and the technical aspects of football. 

Anthony Ganjou, co-founder of Move.AI, said: “Football doesn’t exist without motion – nor does Move.AI. UEFA’s vision for the future of how the game can be interacted with in different ways by fans, be it interactive experiences in person, in virtual worlds, through social feeds or enhanced broadcast experiences, aligns perfectly with our vision of how sports content will evolve.”

"In an ever-evolving environment, it’s more important than ever that we remain at the forefront of innovation." Andrea Traverso, UEFA director of financial sustainability and research

The two start-ups will benefit from UEFA’s expertise, industry knowledge, network, visibility and the potential for implementation in European football.

Andrea Traverso, UEFA director of financial sustainability and research, said: “We are looking forward to working with the Waste Transformers and Move.AI as a part of UEFA’s strong commitment to finding innovative solutions. The Waste Transformers has impressed us with their solution to foster circular economy within stadiums, training facilities and communities that surround them.

“Move.AI has developed a very innovative motion capture technology that has a disruptive potential within the fan engagement, e-gaming and digital sectors. In an ever-evolving environment, it’s more important than ever that we remain at the forefront of innovation by constantly monitoring and leveraging opportunities for the continuous improvement of European football.”

Image: Daniel Norin on Unsplash

    GSS Weekly Newsletter Registration

    Register your interest in receiving our free weekly sport and sustainability newsletter and get it delivered to your inbox every Thursday

    GSS Weekly Newsletter Benefits:

    • Free access to all the latest sustainability news and features

    • Free weekly newsletter featuring all the latest developments in sport and sustainability

    First name

    Last name

    Company

    Title

    Email

    Nation