Payments as an Advanced CRM: PayGlobe, b2x – The eCommerce Alchemist and Como 1907 at Netcomm Forum 2025

Milan, 15 April 2025 – On the occasion of the 20th edition of the Netcomm Forum, a reference point

reference for eCommerce and digital retail in Italy, PayGlobe – together with b2x – The eCommerce Alchemist and the Como 1907 football club – brought a high-impact case study to the stage, showing how the integration between payment systems and CRM can transform every purchase into an opportunity for knowledge, enabling

valuable insights to create personalized and truly customer-centric experiences.

A sports arena today is no longer just a place where a match is played: it is a dynamic ecosystem, made up of experiences, relationships and purchasing paths that develop well beyond the 90 minutes of play. This is the vision that underpinned the joint speech between PayGlobe, b2x – The eCommerce Alchemist and Como 1907, which explored how to transform the stadium into a digital experiential hub through an integrated omnichannel platform.

Payments as a strategic lever for Fan Experience

The heart of the project is an integrated digital platform, designed to allow the sports club to monitor and understand the purchasing behavior of its fans. Thanks to this information, it is possible to build personalized experiences, tailored to each fan, thus improving engagement and loyalty. At the base of this platform is a solution that combines digital payments with an advanced CRM system, and uses the "big data" generated to offer increasingly more experiences.

personalized and intelligent.

“In this context, the integration between the payment flow and the CRM makes the difference. It is precisely this synergy that allows for data-driven and omnichannel management of the entire relationship with the fan” – stated Matteo Slipcenco Del Fiorentino, Sales Manager & Account of PayGlobe, during the speech.

This experience comes to life through a mobile-first approach, which places the smartphone at the center of the interaction, allowing fans to access all the services offered by the team in real time.

The fan can manage every phase of his fan journey in a simple and intuitive way: from purchasing the ticket to accessing the stadium, from booking parking to purchasing merchandising, up to ordering food and drinks directly from his seat. All enriched by a multitude of additional services designed to make the experience more complete, fluid and connected than ever.

“It’s no longer just a matter of managing the transaction: it’s about accompanying the entire user experience of the fan, through every touchpoint that the company offers – from the stadium to everyday life...»

«Our goal is to transform every interaction – inside and outside the stadium – into

a fluid, connected and tailor-made experience, both for fans and for those who manage these dynamic spaces” – added Matteo Slipcenco

Unified Commerce in the Sports World

The concept of Unified Commerce in the sports sector was fundamental during the speech, where every interaction – before, during and after the event – is transformed into an opportunity to enhance and engage the fan.

“By integrating payments data into our CRM systems, we gain a 360-degree view of customer preferences, allowing us to build stronger relationships and deliver tailored value,” commented Federico Spila, CEO of b2x – The eCommerce Alchemist.

A model already established abroad, especially in the United States, but which in Italy still represents an area of strong growth: just think that only 30% of sports facilities are privately owned.

“We want to be among the first to bring a concrete Unified Commerce proposal to Italy

in sports arenas, transforming each stadium into an advanced, connected and safe experiential space” – concluded Matteo Slipcenco of PayGlobe

A shared vision

The meeting represented a virtuous example of collaboration between fintech, tech companies and sports clubs, with a common goal: to put the fan at the center of a fluid, omnichannel and personalized ecosystem, capable of generating value for all the actors involved. A project that looks to the future of retail and sports entertainment with ambition, technology and concreteness.