Raphaël Lestienne develops Orange Business’s presence across EMEA for Sport & Live Event, working on the connectivity, security and accreditation systems that sit behind major sports events, from Paris 2024 to Roland-Garros to AFCON Morocco 2025.
In this edition of The Pundit’s Seat, Raphäel makes the case for reading matchday technology as a revenue lever rather than an operating expense, tracing the direct line from access control and accreditation to a smoother ticketing experience and, ultimately, to club revenue. He also addresses one of the least settled questions in connected stadiums: who actually owns the spectator data they generate, once GDPR, anonymisation and club-league contracts are factored in.
Can you introduce yourself and your scope at Orange Business Sport & Live Event?
A: Certainly. I work for Orange Business, Sport & Live Event, where I am responsible for developing our presence across the EMEA region. My focus is to assist football organizations in various markets to deliver reliable, secure, and scalable digital operations around major events and competitions. This includes solutions for fixed and mobile access control, accreditation management, volunteer coordination, fan engagement, and supporting amateur sports initiatives.
What does a supporter expect when they cross a turnstile today that they did not expect ten years ago, and why does the industry still budget for it as a cost rather than as part of the value that makes the ticket worth buying?
A: Excellent question. In 2026, a supporter is also a passionate and engaged individual, but they now benefit from much more support from the club. They save time during the ticket purchase, the control, and entry processes. Thanks to data management, clubs can better understand their fans and offer tailored services and offers based on their behavior. All of this is made possible by technology provided by groups like Orange.
However, these investments are often viewed as costs borne by the club, whereas they could be seen as investments in loyalty, engagement, and personalization, ultimately enhancing the brand, image, and results. After all, the “12th man” is a vital part of football. From my perspective, viewing technological investments as strategic tools that strengthen the matchday experience aligns better with the realities on the ground.
Telecom companies have historically been involved in football mainly as sponsors. How has that role evolved?
A: Orange is more than just a telecom brand present in football. While connectivity is a core aspect, it’s only part of the story. Orange Business operates the service layer behind matchday experiences, ensuring that connectivity, security, data management, and operational workflows work seamlessly under pressure.
Additionally, we support the ecosystem through a robust sponsorship program across EMEA, partnering with federations, clubs, academies, tournaments, and leagues. After more than 25 years supporting major football events, The Orange Group delivers end-to-end matchday operations via our subsidiaries and specialized teams, covering connectivity, secure data handling, controlled access, and accreditation workflows, working in partnership with industry leaders like Fortress GB.
What does it take to get a stadium operationally ready in practice?
A: First, it’s about establishing reliable connectivity, both fixed and mobile, which is crucial for major sports events. This includes broadcast support and designing networks that meet high standards. For example, we supported the FIFA Women’s World Cup France 2019, the Rugby World Cup 2023, Paris 2024 Olympic and Paralympic Games, the Tour de France, Roland-Garros, and many others.
A specific example: a club recently promoted to the Top 14 needed to host their first match at the end of August, but their stadium did not meet broadcaster standards. Thanks to our rapid deployment capabilities, they were able to host the game without relocating, avoiding major logistical issues.
Another case involved a key hotel far from the competition venues that lacked Wi-Fi for a national team’s press conference and social media videos. We intervened within five days to set up the necessary infrastructure, an exceptional but not untypical situation.
We also provide the operational control layer for matchdays: access control (fixed or mobile), accreditation management, involving stakeholders such as the FFF, LFP, Ligue 1 clubs, Stade de France, LDLC Arena, Roland-Garros, and AFCON Morocco 2025. In Spain, Orange Empresas has a dedicated vertical for clubs, with notable experiences in Real Madrid, FC Barcelona, Alavés and others.
Why are access control and accreditation so critical?
A: Access control and accreditation are so critical because they are more than just logistics, they are essential to the integrity and safety of the event. They enable every stakeholder to perform their roles effectively before, during, and after the match.
Operationally, they involve managing sensitive information flows, ensuring reliability, security, and traceability, so that the experience runs smoothly for spectators and organizers alike. Organizers need to share information with authorities, which requires robust traceability and operational processes.
Our solutions help clubs save time by delegating certain tasks to stakeholders, allowing their operational teams to focus on higher-value activities. We also facilitate real-time security information sharing, enabling faster ticket scans and improved access flow and security.
While some may see these systems as costs, they are deeply connected to the revenue-generating aspect of ticketing. A seamless access and accreditation process underpins a positive ticketing experience, making the entire ecosystem more dependable and profitable.
What does delivering at Olympic scale teach you that a domestic league season does not?
A: Orange’s expertise is built through repeated involvement in large-scale events. We bring this experience via the France Sport Expertise Consortium, which connects us directly to delivery teams across different domains.
For instance, during the Paris 2024 Olympic and Paralympic Games, we enabled the scanning of over 12 million tickets, orchestrating more than 70 simultaneous sessions to ensure a smooth and transparent experience for spectators and organizers alike.
Being able to meet very high operational standards not only confirms the robustness of our solutions but also brings peace of mind to our expert teams when working for clubs, which in turn fosters confidence and tranquility for our clients.
How do analytics and engagement connect with operational activities?
A: We connect these through a combination of stadium connectivity and behavior analytics. Using our product, Flux Vision, we analyze signals from 4G and 5G smartphones to understand spectator behavior. When combined with connected stadium operations, this provides valuable insights into fan engagement.
We also leverage loyalty and engagement solutions from our partner Fortress GB to enhance the fan experience and foster deeper connections.
Who owns the spectator data generated by a connected stadium: the club, the league, or the operator? Is this settled in Europe?
A: This is a delicate question, as data ownership depends on various factors, including GDPR regulations, sovereign capabilities, whether the data is anonymized, and contractual agreements between stakeholders.
In Europe, data privacy laws are strict, and ownership is often shared or defined by contractual arrangements, with a focus on protecting individual rights.
Most digitalization discussions focus on elite clubs. What about lower levels? Is the operational gap widening or narrowing?
A: It’s a broader ecosystem. Orange invests in initiatives supporting women’s football and youth development, including digital solutions like connected match sheets for amateur federations. Referees input match data centrally, enabling data-driven management across numerous matches and thousands of players.
Just as Formula 1 has driven improvements in road car safety and performance, the professionalization of football at all levels raises standards, fans, players, and organizers all demand faster information, better security, and richer experiences. The ecosystem is evolving, and openness will be key.
At the upcoming WFS Madrid, Donna Soane, the Sponsorship Director for Orange, will be discussing how technology, data and innovation are redefining the fan experience at “the connected venue.” Where do you see the industry in five years, and what is the most important conversation you want to have in Madrid?
A: In five years’ time, I expect spectators to experience seamless, contactless control and payment systems. Regulations will likely evolve to enable personalized engagement while respecting privacy.
Connectivity will be extended to facilitate sharing emotions in real-time, enhancing the fan experience. Additionally, partnership programs will increasingly highlight women’s football and youth initiatives, reflecting broader societal trends and growing audiences.
