Manta da Massa – the first Latin American Smart Football Jersey

“More than a smart jersey, we like to call it a living jersey because the collectID technology allows us to always add new features, content, and coupons in the special area, so the jersey that fans started to receive in 2021 will be a different jersey that they will have in 2022.”

Felipe Ribbe, Former Head of Innovation, Clube Atlético Mineiro

• Lack of first-party data about fans
• Low number of club app downloads
• Counterfeiting of official jerseys

An encrypted collectID NFC tag was embedded in all 120.000 Manto da Massa jerseys. With a simple scan from a smartphone, buyers verified the jerseys’ authenticity. By registering the jersey, buyers gained access to the digital version of the jersey and access to exclusive content through a special reward program. Atlético Mineiro can interact more closely with its fans and collect more data about their behavior, allowing the club to offer tailored services and create an immediate digital revenue stream by upselling its products and products of sponsors.

• 22.7% of all buyers scanned their Manto da Massa jersey with their smartphone
• 19.7% of all buyers scanned their Manto da Massa jersey multiple times
• Almost all fans (96.6%) that registered their jersey additionally activated push notifications
• More than 15.000 new app downloads and sign-ups, equating to 12.6% of all buyers that didn’t have the Atlético Mineiro app before owning the Manto da Massa jersey, downloading the app, and signing up due to the smart jersey.
• 9.6% of all buyers clicked on at least one link of one of the sponsors of Atlético Mineiro in the Manto da Massa of the app

• Fans can check the authenticity of their purchased jersey
• By registering the jersey, fans gain access to the digital version of the jersey and to, exclusive content and a special reward program
• The fans that registered their jersey can find other fans on the map and connect with each other

• Atlético Mineiro gained access to relevant first-party data about their fans
• The price of the “Manto da Massa” jersey increased by 10% due to the collectID technology
• The fans that registered their jersey can find other fans on the map and connect with each other resulting in higher fan engagement and satisfaction
• Thanks to the smart jersey, Atlético Mineiro generated around 15.000 additional app downloads and sign-ups
• 9.6% of all buyers of the jersey took the opportunity to benefit from special offers from Atlético Mineiro’s sponsors by clicking a link in the special section of the app
• Atlético Mineiro can actively manage regional, national and international fan communities
• Fans can be provided with individual fan experiences and content based on their location and the products they own
• Atlético Mineiro protected their jerseys against counterfeiting