Manta da Massa – The First Latin American Smart Football Jersey
Atlético Mineiro generated more than 15,000 additional app downloads and sign-ups.
Client: Clube Atlético Mineiro
Industry: Sports
Atlético Mineiro created one-of-a-kind fan engagement jersey
Brazilian football club Atlético Mineiro created one-of-a-kind fan engagement and increased revenue with the first smart football jersey of Latin America.
Atlético Mineiro Created a One-of-a-Kind Fan Engagement Jersey
Brazilian football club Atlético Mineiro created one-of-a-kind fan engagement and increased revenue with their first smart football jersey of Latin America.
Access valuable first-party data
Because of the smart jersey, Atlético Mineiro better understands fan behavior, allowing it to collect essential data to provide its fans with tailored and unique experiences before, during, and after the football match.
Access Valuable First-Party Data
Because of the smart jersey, Atlético Mineiro can collect essential data to better understand fan behavior and provide fans with tailored and unique experiences before, during, and after the football match.
%
Buyers Scanned Jersey
%
Buyers Scanned Jersey Multiple Times
%
Owners Activated Push-Notifications
%
Buyers Downloaded Atlético Mineiro Mobile App
“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
Challenge
- Lack of first-party data about fans
- Low number of club app downloads
- Counterfeiting of official jerseys
Solution
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.
Results
- 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
Benefits for Atlético Mineiro Fans
- Fans can check the authenticity of their purchased jersey.
- Fans access a loyalty program where their activity is rewarded with points and they can compare and challenge each other through the app’s leaderboard.
- The fans that registered their jersey can find other fans on the map who own the same jersey and connect with each other.
Benefits for Atlético Mineiro
- Smart jersey registration allowed fans to connect with each other, leading to higher fan satisfaction and 15,000 additional app downloads and sign-ups.
- The use of collectID technology resulted in a 10% increase in the price of the “Manto da Massa” jersey, which Atlético Mineiro used as a new direct-to-fan channel to upsell club products and products of partners and sponsors. This resulted in 9.8% of jersey buyers buying additional products.
- Atlético Mineiro utilized first-party data about fans to improve fan engagement and offer personalized fan experiences based on their location and the products they own.
