Turning Emotion into Data
Paris Saint-Germain recognized that the emotional energy of its fans is not just ambiance—it’s a strategic asset. Atmosphere drives loyalty, intensifies competition, and elevates matchday satisfaction. However, understanding and improving it has long been elusive. That changed with CrowdIQ. Leveraging advanced computer vision, sound mapping, and behavioral analytics, PSG and CrowdIQ co-developed a proprietary Atmosphere Index to objectively assess the stadium environment in real time. The system captures crowd noise, movement, reaction timing, and sensory data, creating a holistic picture of the fan experience.
A Custom Innovation at Paris Saint Germain’s Stadium Parc des Princes
CrowdIQ’s tailored implementation for the Paris Saint-Germain involved:
High-resolution computer vision to analyze crowd behavior and demographics.
Seamless data integration with PSG’s CRM and ticketing systems.
Strategic calibration of the algorithm to fit the rhythms of both PSG’s Men’s and Women’s Senior Teams.
The deployment ensured minimal disruption to fans while enabling large-scale, real-time data capture during peak matchday periods.
Insights That Reshape Strategy
The results have already delivered significant insights:
Match Type Impact: Fan satisfaction during European competitions is up to 10% higher than during domestic league games, shaping marketing and entertainment approaches accordingly.
Arrival Trends: Fans arrive 25 minutes earlier for UEFA Champions League matches—prompting Paris Saint-Germain to enhance pre-game activations.
Engagement Moments: Data pinpoints key emotional spikes—15 minutes before kickoff and post-match celebrations—as prime opportunities for sponsor activations and content placement.
Sustained Energy: Paris Saint-Germain fans demonstrate longer-lasting and higher-intensity engagement compared to other global fanbases.
Inspiring the Global Sports Community
Paris Saint-Germain’s pioneering efforts are now helping to set a benchmark for international adoption. Inspired by the Club’s leadership in innovation:
The San Antonio Spurs are applying CrowdIQ’s model to develop NBA-specific fan engagement indices, which will debut during the 2025–26 season.
The Tennessee Titans are drawing on Paris Saint-Germain’s insights to help shape the future fan experience at their upcoming Nissan Stadium, using atmosphere analytics to inform both stadium design and engagement strategies.
These clubs are collaborating and sharing learnings with the Paris Saint-Germain to enhance their own in-stadium experiences—bringing together some of the best thinking in global sport to collectively advance the fan experience.
The Future of Fan-First Football
As Paris Saint-Germain continues to lead the way in stadium innovation, atmosphere analytics will remain a central component of its strategy to deepen fan connection and fuel competitive edge.
“We’re committed to creating the most immersive, emotional, and unforgettable matchday possible,” said Jerry Newman, Chief Digital and Innovation Officer of Paris Saint-Germain. “Thanks to CrowdIQ, we can now measure and enhance it with precision.”
“At CrowdIQ, we know the crowd is the real pulse of live sports. Our mission has always been to build a platform that captures that energy—measuring what makes live events unforgettable,” said Tinus Le Roux, Chief Executive Officer of CrowdIQ. “Seeing organizations like Paris Saint-Germain, the San Antonio Spurs, and the Tennessee Titans use our data to elevate the fan experience is exactly why we do what we do.”
To find out how Paris Saint-Germain works with CrowdIQ to elevate stadium experience, click
About Paris Saint-Germain
Founded in 1970 and crowned UEFA Champions League winners in 2025, Paris Saint-Germain (PSG) is France's most successful sports Club and a leading force on the European stage. Under Qatar Sports Investments (QSI) ownership since 2011, PSG has grown into a multi-sport institution, excelling in men’s and women’s football, handball, judo, and Esports. In 2022, U.S.-based Arctos Partners invested in the Club to support its long-term growth strategy.
With a global fan base exceeding 500 million and a combined social media following of over 230 million across social media, PSG has become a cultural icon, sitting at the intersection of sport, fashion, and entertainment. Collaborations with global brands like Jordan have solidified its status as a globally recognized lifestyle brand. In 2024, the Club inaugurated the Paris Saint-Germain Campus, a state-of-the-art facility that sets new standards for athlete development and performance. As The Club of the New Generation, Paris Saint-Germain blends athletic excellence, cultural influence, and social impact to shape the future of sport and society.
About CrowdIQ
CrowdIQ is a crowd analytics company that leverages computer vision and AI to transform the way live events are measured and enhanced. From sports to entertainment, CrowdIQ empowers organizations to optimize atmosphere, engagement, and impact by analyzing the composition and behavior of crowds.
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