Jeremy Tripp

Substance over sizzle! This piece from Sports Business Journal confirms a core principle we've held at St. Louis CITY SC from the jump. Fans are not asking for more flashy features, they are asking for digital tools that are reliable, fast, and easy to use. The feedback consistently points to core usability and personalization, not novelty. This is especially true inside a stadium during a soccer match. When you have thousands of people trying to scan tickets, find concessions, and get back to their seats, friction is the enemy. The clock never stops and every second matters. It's why we designed the CITY App as a utility first. The primary job to be done is to reduce stress on matchday, whether that's through integrated mobile ticketing, Ace (our new agentic matchday digital assistant), or simply paying with CITY Pay so fans can get back to the match. The real opportunity, in my opinion, is to build on that utility with thoughtful personalization. It's why we take cues not just from other best-in-class sports apps, but also from platforms like Netflix and Spotify (this year's Wrapped was incredible!). With the amount of data clubs have, every team's app should be able to suggest the shortest line for a fan's favorite food item or use past behavior to surface relevant content or offers without being intrusive. This is our north star and it's exactly where we're headed! https://www.sportsbusinessjournal.com/sb-blogs/newsletter-tech/2025/12/03/