What was the challenge?
- Introducing modern technological governance posed a significant challenge in a sport steeped in tradition like football.
- The idea was to reimagine FIFA’s leadership to make it more inclusive, fair, and transparent.
What action did they take?
- Hope Sogni, a conceptual AI candidate, was developed by Dark Horses, Twise.ai, and Lewes FC’s CEO Maggie Murphy.
- The campaign was designed to explore how AI can aid in creating solutions that reflect the diversity of football’s global community and to foster dialogue about modernising football governance.
What were the results?
- Just two days after launching, the campaign was covered in 42 countries and various languages, making waves in major national publications.
- A photo of Hope even took over the back page of the Guardian.
- While purely hypothetical, Hope Sogni’s campaign sparked widespread discussion about the potential for AI in football governance.
- It also served as a conversation starter on making the sport’s decision-making processes more inclusive and transparent through technology.
What marketing lessons can we learn?
- Technology as a Conversation Starter: Using tech in unconventional ways can challenge old norms and inspire new ideas.
- Stimulating Dialogue: Even hypothetical initiatives can generate meaningful conversations and push for a reconsideration of traditional practices.
- Broader Impact: Campaigns can be impactful by sparking dialogue and awareness, even if they don’t lead to immediate change.
In A(i) Nutshell
The Hope Sogni initiative demonstrates the powerful role of technology in stimulating dialogue and imagining future possibilities in sports governance. It highlights how AI can potentially reshape organisational leadership and decision-making processes to be more inclusive and equitable.
