The new digital ecosystem combines state-of-the art fan engagement, loyalty and e-commerce in a single experience, allowing supporters to interact with the club, earn rewards and shop—all in one place.
Razgrad, Bulgaria — PFC Ludogorets, Fans United and Senteca today announced a strategic partnership to launch a next-generation digital ecosystem that brings together fan engagement, loyalty and e-commerce into one connected experience.
Designed around the belief that supporting a football club is a year-round experience, the new ecosystem enables fans to engage with Ludogorets every day—not only by consuming content, but by actively participating in challenges, quizzes, predictions and exclusive campaigns, while seamlessly accessing official merchandise, tickets, memberships and partner offers.
Unlike traditional club apps that separate engagement from commercial activity, the new ecosystem integrates every touchpoint into a single fan journey. Every interaction has value. Fans can earn rewards through participation, unlock exclusive opportunities, receive personalised offers and move effortlessly from engagement to purchase without leaving the experience.
For Ludogorets, this creates a direct digital relationship with supporters while bringing together fan data, engagement and commerce into one unified ecosystem. Rather than treating e-commerce as a standalone online shop, it becomes an integral part of the fan experience—where merchandise, ticketing and exclusive products are delivered at the right moment, based on each supporter’s interests, behaviour and level of engagement.
The platform combines Fans United’s expertise in fan engagement, gamification and loyalty with Senteca’s technology capabilities to deliver a scalable ecosystem that connects content, community and commerce. Together with Ludogorets, the partners are introducing a new model for how football clubs can strengthen fan relationships while creating sustainable commercial growth.
Supporters will gradually gain access to a growing range of interactive experiences, including:
• Match predictions, quizzes and polls
• Gamified challenges and loyalty rewards
• Exclusive content and behind-the-scenes experiences
• Integrated access to official merchandise, tickets and memberships
• Personalised promotions and product recommendations
• Brand activations and partner offers tailored to individual fan interests
The integrated commerce layer also opens new opportunities for sponsors and commercial partners. Campaigns can now connect directly to fan participation, allowing brands to reward engagement with exclusive products, discounts, experiences and limited-edition offers, while giving the club measurable insights into fan behaviour and purchasing preferences.
The ecosystem is currently in the final stage of development and soon will be available to fans.