# Fireside chat: The Importance of Decentralized Identity and Data for Global Brands and Users

- Channel: [ETHSofia](https://streameth.org/ethsofia)
- Date: 2025-10-07
- Duration: 21:40
- Topics: Decentralized Identity, Decentralized Data, Patrix Barbosa, Pär Helgosson, PSG, ETHSofia
- Watch: https://streameth.org/watch/yt-MKUv0BPOJvQ
- YouTube: https://www.youtube.com/watch?v=MKUv0BPOJvQ

## Description

Panel: The Importance of Decentralized Identity and Data for Global Brands and Users | ETHSofia

Patrix Barbosa (Matchain) and Pär Helgosson (Paris Saint-Germain) 

Patrix Barbosa
Petrix Barbosa, CEO of Matchain, is a champion athlete with 22 years of experience, now fintech leader. Founder of a VC firm, he’s invested in over 200 web3 startups. In crypto since 2016, Petrix is now focused on revolutionizing web3 with Matchain, bridging traditional finance with decentralized tech for a groundbreaking future.

Pär Helgosson 
As Head of Web3 and Metaverse, Pär leads initiatives that explore and implement blockchain, NFTs, and virtual environments to enhance fan engagement and create new digital experiences. At Paris Saint-Germain, Pär has been instrumental in launching several pioneering projects, including the club's foray into NFTs and its strategic initiatives in the Metaverse.

Chapters:
0:00 Intro
01:16 Investment in Blockchain
01:52 Mat Chain Introduction
02:31 Paris St. Germain's Global Reach
03:13 Fan Demographics and Engagement
04:46 Decentralized Identity in Sports
05:57 Blockchain's Role in Fan Interaction
07:09 Synergies Between Blockchain and Big Brands
09:06 PSG's Innovation Journey
09:43 Challenges in Fan Data Utilization
11:53 Companies' Challenges with Data
13:42 Mat Chain's Match ID Product
14:17 Understanding User Value with AI
15:27 Gradual Adoption of Decentralized Identity
15:59 Building User Profiles with Privacy
17:17 Personalization in Fan Engagement
18:35 Future of Loyalty Programs on Blockchain
19:09 Q&A 
19:49 Sneak Peek on PSG-Match Chain Collaboration
21:05 Concluding Remarks

This video was recorded during the ETHSofia Conference and Hackathon - October 17-19, 2024.

ETHSofia is THE crypto tech conference in Sofia, Bulgaria, bringing together enthusiasts, developers, researchers, and academia focused on Ethereum and other L1 chains. The conference is supported by the Ethereum Foundation and made possible by the generous contributions of industry leaders. For more information, please visit: https://www.ethsofia.com/

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#DecentralizedIdentity #DecentralizedData #PatrixBarbosa #PärHelgosson #PSG #ETHSofia