October 3, 2026

How Legia Warszawa Turned 5.1% of Its Stadium Into Owned Fan Data in Two Hours

Legia Warszawa jubilee match stadium screen with QR code

One QR code, one afternoon

The prize, handed over on the pitch at the break. Photo: Legia Warszawa

On 6 September 2026, Legia Warszawa S.A. celebrated 110 years with a jubilee match in Warsaw. More than 80 club legends were back on the pitch, and 17,007 fans were in the stands.

During the match, one QR code appeared on the stadium screen. Two hours later, 861 fans had completed a quiz and become consented, club-owned fan profiles. That is 5.1% of everyone in the stadium, with no app, no email campaign and no advance notice.

This is how we built it with Legia, and what it shows about turning matchday attention into first-party data.

The idea came from the club

Fortuna sponsor placement on the results screen

Rather than a generic trivia round, Legia built a head-to-head Legends Duel around the players on the pitch that afternoon. It ran on UseAward, the fan loyalty platform by FanApps: fans answered questions about the legends, ranked by answer time.

The prize was something no sponsor budget can buy: a penalty in front of the home crowd, taken against a Legia legend.

One QR code. No app. No email campaign.

The QR code on the big screen was the only route in. Fans scanned it and played in their mobile browser, with nothing to download and no list to mail. The quiz was live in the moment, with no advance notice.

That simplicity matters. Every extra step between a fan’s attention and a completed profile costs participation.

The result: 861 fan profiles in two hours

861 completed fan profiles
5.1% of the 17,007 in the stadium
27% completion rate
607 entries in a single ten-minute window

About 70% of all entries arrived in those ten minutes, while the QR code was on the big screen. Because ranking was based on answer time, the winners were known while the fans were still in the ground. The prize was handed over on the pitch, not by email a week later.

“Overall, we consider the Quiz a very successful activation. The official attendance at the match was exactly 17,007, while 861 people completed the quiz, which means a conversion rate of over 5%. We see this as a really solid result.”
— Wojciech Starzewski, Strategic Partnerships and Sponsorships Manager, Legia Warszawa

The quiz, announced on Legia's own Instagram
The quiz, announced on Legia’s own Instagram.

For the away fixture at Jagiellonia Białystok there was no stadium screen. The quiz ran on Instagram alone: trailed in a post two days ahead, then opened through stories for a two-hour window on matchday, with Legia Mobile as prize sponsor.

The result was 686 completed entries and a 34% completion rate. The mechanic worked without a stadium, which matters for every match a club plays away from home and for fans who never make it to the ground.

The only route in: one QR code on the stadium screen.

For the Legends Duel, we built custom links: sponsor-owned links shown on the results screen to every fan who finishes the quiz.

Legia’s partner Fortuna took the slot and used it for its own marketing, carrying a promo code straight to an audience that had just proved its engagement. It added a measurable touchpoint to a sponsorship Legia already held.

What made it work: preparation

A ten-minute spike of 607 entries only works if everything behind it is ready before kick-off. The quiz content, the user journey and the data flow were all tested in advance.

“The result came from the preparation. Before matchday we worked through both the technology and the content: we tested the full user journey, from the scan to the final answer, set up the data collection, and made sure the club had its data straight after the event. It was real teamwork between our team and Legia’s.”
— Anrijs Brencāns, Owner & CEO, Fan Apps (UseAward)

What this proves

Two activations, two distribution routes, one result:

Matchday attention can become consented first-party fan profiles. 861 profiles from one QR code, 5.1% of the stadium, in two hours.
The same mechanic works in the stadium and on social. 861 entries from the big screen at home, 686 from Instagram stories away.
Sponsor activation can be built into the experience. Fortuna’s link reached every fan who finished.

If you work at a club, league or venue, the starting point is simple: one match, one activation, one measurable result. Start with one fixture. See how it works at useaward.com, or write to me at [email protected].

Next, at FanApps, as an IBM Silver Partner, we are developing a segmentation layer using IBM-supported technology, so clubs can group fans by the legends, fixtures, and offers they actually engaged with, and target them accordingly.

Thank you to [email protected] and Wojciech Starzewski, and the whole FC Legia Warszawa team for the trust and the collaboration.

#FanEngagement #FirstPartyData #SportsMarketing #FootballBusiness #Sponsorship

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