Lucky Fan Index (case study)

Football fans often believe they bring luck to their team, but that impact has always been impossible to prove. Wisła Kraków, one of Poland's most innovative football clubs, wanted to deepen fan engagement by turning this emotional belief into something measurable and personal.

Together with VML Poland, the club created the "Lucky Fan Index" — an AI-powered platform that calculates how much luck each supporter brings to the team based on their attendance and the team's performance when they are in the stadium. Every fan receives a personalized score, transforming supporters from passive spectators into active participants in the club's story.

The platform analyzed nearly 250,000 fan profiles across 63 home matches. Using an algorithm that cross-referenced more than 200 match statistics and events with fan attendance data, the system evaluated each fan's influence on key moments throughout the season.

The index considered factors such as goals, match-winning moments, offensive and defensive performance, game control, and even statistical anomalies. When Wisła achieved unexpected results against the odds, fans present in the stadium received a higher luck score, rewarding their perceived contribution to the team's success. A dedicated digital platform provided every supporter with a personalized ranking and transparent access to the methodology behind the calculation.

The Lucky Fan Index transformed fan loyalty into a personalized data experience, strengthening the bond between supporters and the club. The project analyzed 250,000 fan profiles, 63 home matches, and more than 200 performance metrics to create individualized luck scores. By quantifying an emotional aspect of sport, Wisła Kraków turned attendance into engagement, opened new commercial opportunities, and redefined how football clubs can use AI and data to celebrate their communities.