De Lantsheer explained how RSCA’s ambition to become a leading entertainment business has driven structural change across the organisation. From the launch of Mauve TV, to the complete rebuild of its retail environment, to the introduction of mobile ticketing and new subscription-based season cards, Anderlecht has accelerated its evolution into a fully digital-first club.
The Summit presentation also highlighted innovative use cases such as a stadium-wide Sunweb lightshow – triggered through an audio cue and synchronised via the RSCA App – and the rollout of personalised communication journeys powered by Salesforce technology.
These developments exemplify how football organisations can strengthen identity, enhance the fan journey and create predictable, sustainable commercial pathways.
The full in-depth article and Igor De Lantsheer’s complete ESSMA Summit presentation are available exclusively to ESSMA Members on our Knowledge Platform.
