Penalties are always controversial as well as dramatic in soccer.
To add to the drama, today’s invention involves displaying a big-screen image of the target goal, with a numbered grid superimposed (say two rows of four boxes).
Spectators would have two minutes to text the number of the square they wanted the shot to be directed at (and perhaps even win bets or prizes if a score was deemed to have occurred via their chosen box).
The penalty taker and goalkeeper could each choose to respond to this advice or ignore it, but either way the crowd could claim increased influence over the game (especially as statistics were amassed about the preferences of individual players).
(A sneakier version might involve showing the crowd’s preference to only the goalkeeper or the penalty taker).