Crowd gamification service Piing has secured a new partnership with its first US soccer side, Charlotte FC of the Major League Soccer (MLS) competition.

Through the deal, Piing will use its services to drive fan engagement at Charlotte FC home games at the 74,867-capacity Bank of America Stadium.

Piing has provided crowd gamification services at the Bank of America Stadium since the March 17 clash against New York City FC, as well as following fixtures against Columbus Crew and FC Cincinnati.

Through the partnership, Piing will now continue to do so for the team’s remaining 14 MLS home games of the 2024 regular season.

Piing activates during halftime breaks at the games to engage fans, with Charlotte FC vice president of business operations Natalee Jarrett stating that the club has “a captive audience of thousands” for Piing to engage.

Charlotte FC are the latest soccer club to utilize Piing services, which also aid consumer data collection for clubs to learn about fans that participate.

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Other soccer clubs that Piing engages with include current English Premier League champions Manchester City, fellow Premier League side Everton, and Dutch giants Ajax.

Alongside these, tentpole sports events such as the Birmingham 2022 Commonwealth Games, the Liverpool 2022 World Gymnastics Championships, and the England 2021 Rugby league World Cup have all used Piing fan engagement, as have the Euroleague, European basketball’s elite competition.