The EFC Commercial, Innovation and Fans Club Connect event was held in Lisbon, Portugal.

Offsideplus.az reports that the international platform brought together executives and marketing specialists from leading European clubs to exchange expertise on digital transformation and fan engagement. Qarabag FK was represented at the event by Board Member Asif Asgarov, Head of Marketing and Communications Anar Hajiyev, and Head of Operations Farid Agayev.

Asif Asgarov delivered a presentation during the panel titled "Creating Fan Engagement - Beyond Points and Privileges," where he discussed the club's mobile application, recent developments, and loyalty programs. He emphasized that building an emotional bond with fans has a significant positive impact on both brand value and commercial revenue.