Argentine soccer wants to be world class. Not only because of the quality of the players that come out of their clubs but, basically, from its transformation into an even greater sporting spectacle leveraging entertainment, marketing, internet and new technologies. As with the NBA and the NFL in the United States.This is what the people in charge of the Superliga Argentina de Fútbol (SAF) proposed when the new company and the new tournament were created, a little over a year ago: generating income beyond those that arise from the sale of television rights . And this began to be seen more strongly at the start of the 2018 tournament, last August, during the match between Argentinos Juniors and Boca.There they began to coexist in a new way of entertainment in the style of what is seen in the great recitals and connectivity that leverages marketing strategies for the sponsors who get into Argentine soccer.This is the Superliga Fan, a move made by the SAF together with the eFan company, which provides digital entertainment services for massive events, and which proposes several edges:-connect people who go to a football stadium.-Invite them to use the Superliga application so that the fans play when they are on the court, and also outside of it.-participate in the entertainment space, the Fan Zone, before entering the stadium, as a recreational, family and technological activity.Seen like that, it looks a lot like what happens in recitals. A tent where the kids can play football, paint their faces with the colors of their team, and take some merchandise as a gift. In the case of football, accompanied by their parents, who also have the chance to participate in a game in the pre-match.Already in the stadium, the goal will be to connect. And you know. Any recital exceeds the capacity of the mobile antennas that can surround it. The same happens in a football game. Therefore, the proposal in this case is to connect to a WiFi network that is mounted exclusively in each game so that fans can participate in games that will propose, at that moment and via the Superliga app, the brands that support activity, and share their experiences on social networks."We are creating infrastructure to return services to football sponsors. Brands no longer only seek to generate branding but also obtain more data because everything has to be translated, in the end, into sales, "Matias Cecilio, marketing manager at Superliga, told to iProfesional.It is a model similar to what is already seen in rugby and motorsport and that, through the game between the brand and the sport, it seeks to retain fans / consumers. Only that football provides a fundamental condiment: a massiveness that crosses borders.And one of the moments in which this search for these data is triggered, the basic input of the digital age, is when they connect to the Wi-Fi network, both in the pre-match and at halftime. That's when the brands are put into action."When downloading the app the fans enter the playful phase. Every week there are raffles for tickets to the matches, balls and soccer jerseys of all the clubs. These games are sponsored by the brands and the questions asked are aimed at generating data that allows them to develop campaigns, some at specific times, "explained, meanwhile, Ariel Salvetti, commercial manager of eFan.Quilmes, Comafi, Flybondi, Personal and Río Uruguay Seguros are the companies that are already part of this initiative. They are laos that, through the game, obtain information that, then, helps them to develop specific marketing actions.These are contracts for one year, where exclusivity is given by category, and in which the branding, activations and data that are collected through the app are combined, and then offered as a service included in the monetary agreement.What kind of information do brands obtain? About groups in general, that is, how many women or men participated in the games, what age group they belong to, what team they are fans of, and other interests that have been investigated in the game. These data will serve for subsequent actions, either during a game or during the week, also considered the "dead time" of football, but that could well yield extra money.This strategy of entertainment leveraged in football as a spectacle is aimed at this goal: to ensure that through marketing and content actions fans continue to move the digital stands during the week through their telephone, while from other spaces exclusive content is generated to the television, and thus to be forming an upward spiral where consumers, brands, clubs and companies cross paths. In short, more billing.In the first match where the SAF started with the proposal Superliga Fan, played between Argentinos and Boca, 12,000 people connected by this route and played within the app.In the second game, played that time by Racing and Boca, it was done by 8,500 fans. The third had to be suspended. So that third test will be held next weekend when they play Independiente and Huracán.For now, the proposal of entertainment with tent, connectivity and games in the app, will be made one match per date. At least until the end of this edition of the Superliga. The idea is that from the new tournament, to start in August 2019, and three matches by date in which the proposal is deployed.And that, as more fans of different clubs download the app and participate in games, trivia and other possibilities no longer only during games but during the week in general, the information that is produced will lead to more services. Therefore, to more billing, which is the maximum objective of all this implementation.The reason for this limited action in this beginning is that the clubs have to have the necessary space before entering the court to install the tents, stands and games that make up the FanZone.Another aspect that must be taken into account for the deployment of the activity is the connectivity of the area, which must also be interconnected with that of the Superliga Fan provider, which is the Telecom. For now, about 20 of the 26 stadiums of the teams that animate this tournament are in conditions suitable for the assembly of the necessary equipment.The technological infrastructure is key to all this staging. Efan assembles and disassembles the wiring and Wifi antennas in each game to distribute the connectivity. This is interconnected, in turn, with a symmetric 1gb link provided by Telecom."The date of each match is chosen for the availability of connectivity. Because if there is not, infrastructure must be built and that is not viable for the business, "said Salvetti. Another way to show the vital role that telecommunications networks play for the conversion of a football game into a sports super show.On that connectivity, the Cisco platform that supports the contents that are distributed during a game or outside it is supported, whether the games are in the app or what is shared via social networks and is reflected in the screens arranged in the stadiums. It's the same one used in the NBA and the NFL."At the end of October we are going to the United States to watch NBA and NFL games to see the back of everything that can be generated from the availability of this technology," explained iProfesional, Mariano Elizondo, president of the SAF .The investment in the Cisco platform was made jointly by the SAF and the eFan company, while the latter is dedicated to developing the applications that are mounted in the tournament app.For now, the Superliga has three lines of business: Superliga Fan, products for the fans and marketing strategies aimed at generating resources for the clubs on the providers they have in common, from the sponsors to the connectivity provider through services basic, such as ambulances and other benefits, whose purchase together can lower costs.The path to professionalize the football show has just begun. Branding actions with mass consumption products are already underway, the agreement with Google to see the results of the matches in real time and the development of agreements with affinity cards to make club members loyal, and more applications that combine Freemium and Premium models without neglecting the e-sports, in frank growth in the country.