Wisła Kraków Launches the Lucky Fan Index to Measure and Celebrate Fan-Driven Happiness

Wisła Kraków, one of the most innovative clubs in Europe sport, has unveiled a pioneering initiative designed to strengthen its relationship with supporters. The Lucky Fan Index is an AI-powered analytical tool that uniquely measures and quantifies the happiness and impact fans bring to the club.

The project leverages advanced algorithms to build deeper, data-driven connections with supporters in a digital era shaped by personalization and social platforms. At the same time, it unlocks new commercial opportunities by transforming fan engagement into measurable value.

As part of the initiative, the club analyzed the profiles of nearly 250,000 supporters, their attendance at home matches, and on-field results across more than 200 analytical dimensions.

“We analyzed the profiles of nearly a quarter of a million fans, their attendance at matches we hosted, and on-field results based on over 200 dimensions. This demonstrates the depth of data we can access today. Our fans are unique; these types of activities allow us to better understand them and objectively demonstrate our technological capabilities,” says Jarosław Królewski, CEO of TS Wisła Kraków SA.

The Lucky Fan Index is built on an advanced algorithm that evaluates more than 200 match-related metrics and correlates them with a specific fan’s presence at the stadium. The system assesses not only the final score but also the quality of team performance—offensive effectiveness, defensive stability, match control, and key turning points—during the time a given fan was supporting the team from the stands.

Each supporter receives a personalized index reflecting their unique influence on the sporting narrative of the season.

For example, if a fan’s presence coincides with a decisive winning moment—such as a last-minute goal—their index increases, as the algorithm recognizes the impact of critical events. Conversely, matches characterized by missed opportunities or unfavorable turning points may result in a lower score.

The system also incorporates statistical context. If the team secures a victory against expectations—despite lower performance indicators or a weaker expected goals (xG) ratio—the “luck factor” intensifies, amplifying the ratings of the fans present in the stadium.

The full methodology and structure of the algorithm are presented transparently within a dedicated web application available to users of the project.

“Sport is, above all, entertainment. With Lucky Fan Index, we've captured its previously unmeasurable dimension, making viewers become real participants in their team's game.” says Piotr Osiński, Chief Creative Officer at VML.

Supporters will experience additional surprises during the match against Znicz Pruszków, designed to build positive energy around the team. Fans with a lower Lucky Fan Index will receive dedicated opportunities to improve their score—such as purchasing a club scarf, which, as every supporter knows, can become a lucky charm in the stands.

The Lucky Fan Index application is available at:
https://luckyfan.wislakrakow.com/

The creative concept behind the Lucky Fan Index was developed by VML.com, a global leader in advertising and communications, which has supported Wisła Kraków in communication and innovation initiatives since October 2023.