Phygital in traditional sports
Merchandise as an effective marketing tool (and more)

New progressive technologies rarely become stuck in one industry - they can be beneficial for various companies and markets. The phygital technology has quite an impressive impact on marketing and sales. Phygital assets are already popular in gaming, bringing additional revenue for developers and new experiences for gamers. Other areas also can adopt phygitality quite successfully, and Caer Sidi is a key to this technology.

On our blog, we’ve highlighted the possibilities of producing phygital assets as in-game collectibles. In this article, let’s take a look at phygital opportunities for traditional sports.

Merch that warms fan hearts

Many people follow sports. To feel these competitions in full, they just need to fall in love with teams and players, to become fans - otherwise, matches and races can’t be the same exciting. There are lots of sports fans around the world, and they are very dedicated to this passion.

The same feeling of connection to a team or player gives a powerful motivation for fans to purchase various official merchandise. Scarfs, T-shirts, figurines, toys, and other objects may become a kind of ticket to a specific social group, to the brotherhood of fans.

Apart from this role, official merchandise is absolutely perfect as souvenirs, filled with positive emotions. 

Digital features to boost the heat

Official sports merchandise sells well, and this is not a secret for anyone. Still, manufacturers and brand owners are in constant search for new opportunities in expanding the audience and offering fans new products. Technological boost is possible thanks to the phygital revolution - almost any physical object can have digital features.

Sports merchandise gets digital components through built-in NFC tags. These minuscule gizmos can be easily integrated into textile and plastic objects. It will be enough to bring a smartphone close to it, and special content will appear on the screen automatically. What can it be? The digital features depend on the fantasy and marketing needs of teams/players.

For instance, official phygital merch can open the live profile of a team/player with the current standings and schedules of upcoming matches. Phygital merch can activate various interactive features, such as playing the anthem or starting a mini-game. Such merchandise is much more interesting for fans. Phygital excitement is quite a reason to renew collections of jerseys and get many new amazing souvenirs. Phygital assets are filled with powerful emotions.

Football (soccer) merch that become phygital (get digital features) thanks to the Caer Sidi service

The other side of phygital merch

Sports organizations may be a social phenomenon, and still, they are mostly business entities. The phygital technology is a very good business tool that gives sports organizations the power to achieve quite significant goals, such as:

  • boost in merchandise sales with the increased direct income;
  • active attracting of the audience attention even in gaps between competitions;
  • an effective method of customer analytics.

We have already discussed the most obvious advantage of phygital merch as another very seductive offer to customers and therefore a boost in revenue. So, what about phygital as a marketing tool?

  • audience attention

Big competitions create the highest interest in sports organizations. Naturally, this power of attention becomes weaker with the risk of being wiped out by other hobbies and interests. Phygital merch makes the periods of decreased attention shorter and less powerful. How?

Digital features motivate fans to interact with merch much more often. It’s easier to check the schedule and read online activities of favorite teams/players if you should only touch the hoodie/scarf/badge/figurine with your smartphone and everything happens automatically. Just having a phygital asset is enough to get strongly engaged in marketing activities around sports organizations.

An even deeper interaction becomes possible thanks to regular giveaways and weekly/daily bonuses. For example, fans scan phygital merch to get special points and then spend them on digital collectibles, discounts on tickets, various gifts, etc.

Phygital merchandise is a portal that connects sports organizations with their fans - and vice versa.

  • customer analytics

It’s hard to collect user data through physical merch - you sell a scarf and T-shirt, and that’s it, the analytics is over. Phygital merch should be activated through the application or web-interface. Customers agree to share their data, such as merchandise in the inventory and patterns of interactions with digital features (and therefore with the team/player). Such analytics is super valuable for business purposes. 

Caer Sidi offers a service of producing phygital merchandise for traditional sports ogranizations

Two examples

Integrating phygital merchandise can be beneficial for various sports organizations. Let’s imagine the practical implementation in football (soccer) and Formula 1 races.

Football 

  • An official hoodie - a stylish jersey with the team logo. Fans bring their phones to the logo and get the detailed statistics with the schedule of upcoming matches.
  • A figurine of a famous player - the built-in NFC tag opens the live profile with results of recent matches, fresh news, and links to social accounts.
  • A badge with the team logo - customers scan it with their phones to participate in daily giveaways and collect special bonuses. They have a chance to win unique autographed photos of the team celebrities.  

Formula 1

  • A car model - to follow the team news by simply tapping the model with a phone. It’s the simplest way to check the results of tests and races, see internal photos, and read official statements.
  • The official F1 T-shirt - it gives one year of F1TV.
  • A quality poster of a driver - the small NFC tag opens the bio, recent interviews, championship results. Daily scans allow collecting bonus points for participating in giveaways with a chance to win an online meeting with the racer.

Marketing teams of sports organizations will definitely be able to come up with perfect ideas about digital features of phygital merchandise. This technology is a tool, and it opens multiple opportunities for companies to use.

F1 merch that become phygital (get digital features) thanks to the Caer Sidi service

Phygital Gate of Caer Sidi

It’s quite a complicated process - to produce phygital assets. In addition to the obvious need to manufacture physical objects, such merchandise should have a strong software basis. Developing it from scratch is unnecessary difficult because the service of Caer Sidi has all this tremendous job done.

Caer Sidi offers the full production cycle of phygital merch on the basis of our software solution. We’ll take care of each aspect of integrating phygital merchandise in various businesses, including sports organizations.

Please, contact our business development team via email ap@caersidi.net to discuss the details of our potential win/win cooperation.
 

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