LUCY MILLS

“I want to leave behind a message of optimism - that by embracing technology we can build a more inclusive, sustainable, and engaging sports industry.”

Meet Lucy Mills, the Founder & Chief Catalyst for READY Sport Global, an innovation and technology consulting company getting sport ready for the future. Prior to launching READY, Lucy enjoyed a 16+ year career in the football industry in Europe and Africa. She designed and led professional and grassroots women’s football and social impact programs in 30+ countries and worked at global brands, including most recently at FC Barcelona.

LUCY’S JOURNEY IN SPORTS

“I have worked in the global football industry for 20 years, a sport where I’ve found my strongest connections and deepest sense of community. My journey began in 2004 in Ghana, where I volunteered as a coach with the Right to Dream Academy, which was my first experience of the football for good movement. From 2008 to 2014, I lived in South Africa and worked on the 2010 FIFA Men’s World Cup, an experience that deepened my understanding of football’s unifying impact.

In 2018, I joined FC Barcelona, where I led international relations and programs to promote the club's values and methodologies - bringing the #MesQueUnClub motto to life. I left FC Barça to build READY with the vision of harnessing digital technologies, artificial intelligence, and blockchain to drive social impact and advance women’s sport. The brilliant people around me at READY motivate, inspire, and lift me every day: Magdalyn Miller, Hector Dominguez, Preeti Shetty, Leanne Bats, Jacob Naish, and Heloisa de Souza to name a few!

One sporting moment that profoundly influenced my perception of sports was witnessing Camp Nou filled up with over 90,000 fans for the UEFA Women’s Champions League match between FC Barcelona and Real Madrid. Seeing such an amazing turnout for a women’s football match reinforced my belief that, with the right investment and visibility, women’s sport can attract massive audiences and create unforgettable moments that unite people across cultures.”

THE ROLE OF TECHNOLOGY IN MAKING SPORTS ACCESSIBLE

“Artificial intelligence (AI) in particular presents us with a huge opportunity to be more accessible and inclusive. For sports with limited resources, using AI can optimise operations and maximise program impact by providing access to sophisticated tools that were previously costly and time-consuming. As AI technology becomes more affordable and accessible, it can level the playing field for smaller organisations by enabling data-driven decision-making, automating administrative tasks, and offering personalized program delivery.

Furthermore, AI can enhance inclusivity through translation and accessibility tools, streamline monitoring and evaluation processes with real-time insights, and use predictive analytics to anticipate outcomes, ensuring more effective and adaptive programming.”

DIGITAL CAMPAIGNS TO BOOST FAN ENGAGEMENT

“I really like McLaren Racing’s approach to digital fan engagement, especially their use of Web3 and digital collectibles to deepen connections with fans. Their McLaren Racing Collective lets supporters collect digital car parts as NFTs, offering a unique sense of ownership and exclusivity. What stands out to me is their test and learn approach, working with gaming communities and Twitch streamers to reach younger, tech-savvy audiences while also cultivating one of the few majority-female F1 social communities with over 80,000 Discord members. McLaren’s ability to blend technology with fan interaction creates a more inclusive and immersive experience for the 98% of fans who will never attend a Grand Prix, setting a great example for sports organisations looking to innovate.”

THE FUTURE OF SPORT AND TECHNOLOGY

“The future of sports fan engagement and marketing lies in the seamless integration of emerging technologies such as Web3, AI, and immersive experiences like AR/VR to create deeper, more personalised connections with fans. Data-driven insights will enable clubs and brands to offer highly tailored content, rewards, and interactive experiences that go beyond the stadium, fostering year-round engagement. Additionally, the rise of decentralised platforms and tokenised ecosystems will empower fans with greater influence and ownership, transforming them from passive spectators into active stakeholders in their favorite teams and leagues.”

USING INNOVATION TO BREAK DOWN BARRIERS

“My journey is about showing how innovation can break down barriers, create new opportunities, and redefine how sports organisations connect with their communities. I want to leave behind a message of optimism - that by embracing technology we can build a more inclusive, sustainable, and engaging sports industry.”