Humbleteam at Chelsea FC: Running a Fan Experience and Digital Product Workshop

Earlier this month, Humbleteam Design Director and CEO Sergey Krasotin spent a day in London running a workshop with Chelsea Football Club.

Around 15 people in the room — from digital, marketing, and product teams. Strong questions, genuinely open discussion, and exactly the kind of energy you want when the topic is fan experience and digital product strategy.

Workshops like this are something Sergey does regularly with sports organisations and clubs across Europe. The format varies — sometimes it's a focused UX audit session, sometimes a broader strategic discussion around digital transformation and fan engagement — but the goal is always the same: bring an outside perspective that's grounded in real product design experience, not just theory.

At Humbleteam, we've worked with top European football clubs, motorsport organisations, and sports tech companies on everything from fan engagement platforms and matchday experience apps to design systems and club digital ecosystems. That hands-on experience is what makes these sessions useful — it's not a slide deck about best practices, it's a conversation between people who have actually shipped sports digital products.

For Chelsea's digital and product teams, the discussion touched on fan experience, digital engagement, and how clubs can think about their product roadmap in a way that keeps fans genuinely connected — not just around matchday, but year-round.

"Grateful for the trust, and thanks to Chelsea Football Club for having us."
Sergey Krasotin, Design Director and CEO

If you're a sports organisation looking to run a similar session — or just want to talk through your digital product challenges — we at Humbleteam are happy to connect.