Beyond the game: How Xsolla is expanding its brand through football | London Daily News

In an era where boundaries between industries are blurring, companies are increasingly seeking innovative ways to expand their brand presence. Xsolla’s recent partnership with Stevenage F.C. is a striking example of this trend. By moving beyond its core in the gaming sector and aligning with a football club, Xsolla is not just pursuing brand visibility – it’s embarking on a strategic evolution aimed at reaching a more diverse, engaged, and global audience.

Tapping into the power of football’s global appeal

Football, with its unmatched global appeal, offers an ideal platform for any brand looking to grow. More than just a sport, it’s a universal language transcending age, gender, and geography. Tapping into this immense popularity, we at Xsolla have positioned ourselves not only as a video games company but as a forward-thinking company attuned to the broader consumer landscape. The partnership with Stevenage F.C. is a calculated move that uses football’s cultural and community significance, helping us to reach beyond the tech-savvy gaming demographic and into new and varied markets.

Kicking off economic opportunities for local businesses

At the heart of Xsolla’s sponsorship with Stevenage F.C. is the potential to unlock new opportunities for Stevenage’s local businesses. Football, the most popular sport globally, draws consistent crowds, and Stevenage F.C. is no exception. On match days, fans flock to the area, generating foot traffic that local shops, cafes, and restaurants depend on. This increased attention can bring more commerce to local businesses and help stimulate the local economy.

Playing on a new field: from digital to real-world engagement

In today’s fast-moving business world, brands must continuously seek new ways to engage audiences. Many traditional industries are converging with emerging ones, driven by the transformative impact of digitalisation. For Xsolla, this partnership is a gateway to becoming more than a video game commerce company—it’s a way to build a presence in the real world, where community engagement and local loyalty are just as important as technological innovation.

Stevenage F.C., a club with a fiercely loyal fan base, represents more than just a sports entity. The club’s deep roots in its local community and the passion of its supporters make it a valuable partner. The fans who support their team week in and week out are not just spectators—they are part of a tightly-knit community that we at Xsolla can now actively engage with. The partnership is a prime example of how brands can harness the power of sports to build trust and credibility in new markets.

Whereas for Stevenage F.C., this collaboration represents a forward-thinking approach to sponsorship. Clubs outside the Premier League have increasingly turned to innovative, non-traditional partnerships to bolster their financial sustainability while enhancing their appeal to modern audiences. In today’s football ecosystem, clubs are not just athletic organisations but also media and entertainment brands, and partners can help them evolve with the times.

Netting new opportunities by crossing industry boundaries

As industries continue to converge, this partnership signals a new direction for both Xsolla and Stevenage F.C. It underscores the potential for businesses to find success by exploring beyond their original markets. It’s a model for defining the next decade of brand growth: dynamic, innovative, and grounded in real-world engagement.

Feature Image is Chris Meredith, SVP EMEA at Xsolla