WISŁA KRAKÓW FOOTBALL CLUB | LUCKY FAN INDEX | 2026
They put a number on "superstition" — and filled the stadium / WISŁA KRAKÓW "LUCKY FAN INDEX"
The idea that fans bring their team luck is just superstition. But a Polish football club decided to take that superstition seriously and actually turn it into a number.
The problem
Wisła Kraków, a storied Polish club, had been relegated from the top league and was in financial crisis. Filling the stadium was no longer just about morale — it was a matter of survival.
The insight
Fans believe that when they're in the stands, their team wins. Instead of laughing off that superstition, VML and the club decided to treat it as data. They wanted to turn people who simply showed up to watch into participants who felt they had a personal stake in the outcome.
The idea
The club cross-referenced attendance data it legally collects with over 200 in-match metrics, then used AI to calculate each fan's "luck score" out of 100 — factoring in things like attacking and defensive quality, and even the result itself. The luckiest fans were invited to the VIP box, while even the unluckiest ones got a discount on merchandise.
What happened
Average attendance rose by 42%, the highest in the league. At Cannes Lions 2026, the campaign won five Lions in the Creative Commerce category, including the Grand Prix — making it the first Grand Prix win by a European club.
Afterthought
What really works here is the idea of turning superstition into numbers instead of dismissing it. Belief becomes a score, and that score makes people believe even harder. A relegated, underdog club found its own cycle for survival.
Awards
- Cannes Lions Grand Prix 2026
