Real Events.
Real Results.
From Serie A to global cricket — how PenguinPass transforms hospitality intelligence for the world's biggest sports organisations.
Guest Intelligence for the Premier Italian Football Club
PenguinPass is the official technology partner for Juventus Forward, the premium hospitality programme at Allianz Stadium — providing the intelligence layer for VIP invitations, real-time guest tracking and hospitality analytics across every matchday.
Juventus manages a complex ecosystem of VIP guests, corporate sponsors and premium partners across multiple hospitality areas. Fragmented manual systems created operational inefficiencies, errors and poor data utilisation — making it impossible to measure the commercial value of hospitality investments.
PenguinPass acts as a non-invasive integration layer, combining digital guest management with IoT signals and AI analytics. The platform unifies data from all hospitality touchpoints — from RSVP to post-event analysis — without replacing existing systems.
4 Years of Hospitality Intelligence for Global Cricket
From 2021 to 2024, PenguinPass managed the hospitality and VIP accreditation layer for ICC international cricket events — simplifying the information and organisational flow between ICC and its top sponsors across four consecutive editions.
Before PenguinPass, ICC and its sponsors managed VIP guest flows through Excel spreadsheets and email chains — creating duplicated work, frequent errors and poor visibility. Sponsors could not independently manage their own invitees without going through ICC as an intermediary.
PenguinPass introduced a dedicated sponsor self-management layer: each sponsor directly manages their own VIP guest lists, invitations and attendance — without double-handling. Ticket-based VIP area access means guests enter premium areas using only their existing ticket, with no badge required.
The Official Guest Platform for the Italian National Football Team
PenguinPass has been the technology partner of the Italian Football Federation (FIGC) across two UEFA European Championships — managing hospitality access for Casa Azzurri, the official fan and sponsor experience hub of the Azzurri, and building the federation's digital infrastructure for registration, accreditation and governance.
Managing hospitality access for a national football team at a major UEFA tournament requires handling thousands of VIP guests, sponsors and fans across multiple venues and cities. FIGC also needed to modernise its federation-wide workflows — from athlete registration to sports justice — replacing paper-based and fragmented digital processes with a unified, secure platform.
PenguinPass delivered the Casa Azzurri guest app (Euro 2020 Rome, Euro 2024 Munich & Milan), enabling ticket scanning, real-time notifications and beacon-based guest monitoring. A dedicated sponsor management portal allowed partners to manage their own invitees directly. Beyond hospitality, PenguinPass built FIGC's sports justice portal and the federation membership & registration platform — digitising the entire lifecycle of athlete and club management.
Launching AC Milan's New Sponsor & Managing Racecourse Access
PenguinPass managed two distinct projects for Snaitech: the high-profile Snaifun launch event as AC Milan's new sponsor, and the ongoing access management for vendors, VIP guests and general invitees at the Milan Racecourse (Ippodromo di Milano).
Snaitech needed a single platform to handle two very different challenges: the prestige and complexity of a Serie A club sponsor activation with VIP guests and media, and the day-to-day operational access control at the Ippodromo — covering vendors, suppliers, VIP areas and general invitees across multiple events.
For the Snaifun launch, PenguinPass deployed digital guest lists, mobile accreditation verification and a dedicated VIP reception station. For the Ippodromo, we implemented a multi-tier access management system with public registration forms, real-time entry control via tablets and phones, and separate access lists for vendors, VIP guests and general attendees.
