Blocksport, a global leader in fan engagement and digital sports technology, is proud to announce the appointment of Rebecca Eliot to its Advisory Panel. With over 30 years of strategic experience spanning loyalty innovation, digital transformation, sponsorship development, and athlete empowerment, Rebecca’s appointment marks a significant step in Blocksport’s mission to reimagine the future of fan engagement.
Originally from South Africa but now based in Abu Dhabi, Rebecca will lead Blocksport’s go-to-market strategy across the Middle East, North Africa, and Sub-Saharan Africa, helping to activate key growth markets where the convergence of sport, technology, and youth culture is accelerating. Her deep relationships and on-the-ground insights position her as a critical enabler of digital transformation for clubs, federations, athletes, and sports rights holders across emerging markets.
“We have entered a new era where fans are no longer passive spectators – they’re active participants, co-creators, and investors in sport,” said Rebecca Eliot. “Blocksport’s technology empowers that shift, and I’m excited to scale it across regions where it can drive the most meaningful impact – both commercially and culturally.”
Platform Powering the Next Generation of Sport
The Blocksport platform delivers end-to-end solutions that allow sports organisations to own their digital ecosystems, activate fans year-round, and unlock powerful new monetisation channels. Key features include:
- White-Labelled Fan Apps: Personalised fan hubs featuring exclusive content, gamification, collectibles, and community-building tools.
- Customer Data Platform (CDP): Centralised fan intelligence that enables targeted engagement, campaign measurement, and sponsor integration.
- Loyalty and Rewards Engine: Gamified points, tiering systems, and redemption tools that boost engagement and brand affinity.
- Web3 Capabilities: Tokenised memberships, NFTs, fan-led crowdfunding, and athlete-driven digital commerce.
- Integrated E-Commerce and Sponsor Visibility: Making merchandising and brand activation seamless within the fan journey.
- These capabilities empower sports brands to move beyond event-day economics – creating immersive, data-driven fan experiences that deliver value to all stakeholders.
A Proven Leader in Sport
Rebecca’s influence in the global sports ecosystem extends beyond technology. She has led high-stakes sponsorship negotiations across industries – successfully aligning brands with athletes, events, and federations through strategies that deliver both ROI and cultural relevance. Her leadership has supported naming rights, kit partnerships, broadcast packages, and bespoke brand activations.
She has also played a critical role in facilitating host city partnerships for major sporting properties – helping rights holders identify and secure governmental and commercial support in key territories. These efforts have enabled the staging of impactful sporting events that not only drive tourism and infrastructure investment, but also amplify community engagement and legacy outcomes.
“Rebecca’s ability to connect cities, brands, and sports properties to create mutual value is unmatched,” said Vladimir Liulka, CEO of Blocksport. “She brings a rare combination of commercial savvy and purpose-driven leadership that will help us scale sustainably in these regions.”
Data: The New Currency of Sport
At the heart of Rebecca Eliot’s work – and of the Blocksport platform – is a belief that data is the new currency powering the next evolution of sport. Her decades of experience in loyalty, rewards, and consumer behaviour have shaped her understanding that value is no longer just created on the field, but in how deeply you understand your audience off it.
In today’s sports economy, the organisations that will win are those who truly understand their fans – their preferences, passions, spending habits, and emotional triggers. With Blocksport’s Customer Data Platform (CDP), clubs, federations, and sponsors gain access to these critical insights, enabling them to:
- Personalise every interaction
- Launch high-impact, data-driven campaigns
- Build sustainable fan loyalty
- And unlock new monetisation pathways rooted in real-time engagement.
“Data is no longer just a metric – it’s an asset,” said Rebecca Eliot. “When we understand fan behaviour, we can create experiences that matter. We can build stories, communities, and revenue models that are driven by connection, not just transactions.”
From matchday to everyday, and across territories as diverse as Cairo, Kigali, Cape Town, and Abu Dhabi, Rebecca’s work emphasises that digital transformation must be both human-centric and insight-led. This approach is not only reshaping the sports industry, but also creating new crossover opportunities across entertainment, tourism, and culture – where fan communities are driving the future of digital engagement.
Rebecca Eliot’s appointment solidifies Blocksport’s commitment to building equitable, monetisable, and future-ready digital ecosystems – empowering the next generation of sport and entertainment leaders from Africa, the Middle East, and beyond.
