Sportli – Where it all began…

A few people have asked me recently, how the idea for Sportli came about, so I thought it was about time to document it.

The idea for Sportli – Virtual Pitch, came to life from memories that defined my early fascination with football. We’d play football outside in the summer until it was so dark, you couldn’t see the ball. I’d buy SHOOT magazine, and keep the cardboard league tab system up to date on the wall (the internet didn’t exist). My Panini football cards would go everywhere with me, including of course, my prized ‘Pele’ card.

As a kid growing up in the 1970s, I’d watch my Gran every Saturday afternoon, pen in hand, diligently playing ‘Spot the Ball on a piece of paper, closely followed by ‘The Pools’. The game was simple but captivating—a photo of players frozen mid-action on a black and white photograph, a missing ball, and a hidden overlaid grid where you’d try to pinpoint where the ball might be. It was thrilling in its simplicity, a game of strategy, instinct, and hope all wrapped in one. Just like the beautiful game itself!

Then there was MB Battleships. There was something irresistible about the grid format—the plotting, the mystery, the chance to hit a winning spot with a mix of luck and logic. That grid, just like the boxes in Spot the Ball, got me thinking about the thrill of a simple grid based experience and how it could engage fans globally.. how it could include them in their club’s journey.

Decades later, when the digital landscape in sports was taking off, those memories stirred a new vision: Sportli – Virtual Pitch. In a world where high cost merchandise, tickets prices, and sponsorships can feel out of reach for many fans, I wanted to bring back that simple thrill but make it accessible to everyone.

At Sportli, we believe that fans deserve a new way to support and engage with their club, no matter where they live or how wealthy they are – a way that won’t break the bank but still allow football fans to make an impact and support the club at the same time. And so, we designed Sportli as a virtual platform where fans could own /sponsor a piece of the pitch, grid by grid, box by box. Each purchase isn’t just a fully licensed digital souvenir, but a direct contribution back into the club, bridging a gap between supporters and the game they love.

Through Sportli Virtual Pitch, we’ve created a way for fans to support their clubs meaningfully, reminding everyone of the small but powerful moments that connect people to football—just as I was connected to it with my Gran.

Gordon Stevenson,
Founder, Sportli Virtual Pitch.