Unique ways to activate game-worn jerseys
ESTAC positioned itself as one of the most innovative clubs in the French Ligue 1.
Client: ESTAC Troyes
Industry: Sports
Connect physical product with the digital dimension
ESTAC Troyes equipped its game-worn jerseys with the collectID technology and put them up for auction to gather funds for a charitable cause.
Connect physical product with the digital dimension
ESTAC Troyes equipped its game-worn jerseys with the collectID technology and put them up for auction to gather funds for a charitable cause.
Unique fan experience
By combining creativity and audacity, ESTAC sold 15 game-worn jerseys that included the collectID technology, offered fans a unique experience, and raised close to EUR 30.000. In the next phase, all fan jerseys for the season 2022/23 were equipped with the collectID technology.
Unique fan experience
By combining creativity and audacity, ESTAC sold 15 game-worn jerseys that included the collectID technology, offered fans a unique experience, and raised close to EUR 30.000. In the next phase, all fan jerseys for the season 2022/23 were equipped with the collectID technology.
Game-worn jerseys connected to NFTs
Attendees in the auction
EUR donated to UNICEF
Unique fan experiences
Challenge
- The need to guarantee authenticity to prove that jerseys were game-worn
- How to add value to jerseys to drive auction prices
- Marketing campaigns had low engagement rates
Solution
The game-worn jerseys from the game against Paris Saint Germain were previously equipped with the collectID technology to ensure their authenticity and proof of game-worn. Each jersey gave its buyer a unique experience with the ESTAC team, such as, for example, a match against the team with their friends or the opportunity to watch a game from a jacuzzi inside the stadium. On top of that, each jersey gave its new owner access to player-specific content, a customized video message from that player to the buyer, and a digital signature from the player besides being physically signed by the player. These additional features, such as the digital signature and the video from the player, last for a lifetime on the jersey and are accessible with a quick and easy scan with the smartphone. The digital signatures come as NFTs tied to the ownership of the jersey, and the digital jersey can be used in the Metaverse.
Results
- The auction event had over 350 attendees that were interested in buying one of the only 15 game-worn jerseys available
- Auctioned jerseys were sold at around EUR 3.000
- The event raised close to 30.000 EUR that was donated to UNICEF and children affected by the war in Ukraine
- The event generated massive echo in media, in France and worldwide
Benefits for fans of ESTAC Troyes
- Fans got the guarantee that their jersey is authentic and game-worn by a player of ESTAC Troyes
- Owners of the game-worn jerseys got access to a unique experience with the team (example here)
- Fans received together with the physical jersey, its digital NFT as well as a digital signature, and a video of the player
Benefits for ESTAC Troyes
- ESTAC could generate additional revenues that were donated to the UNICEF
- ESTAC increased awareness and reach as well as a massive echo in national and international media
- ESTAC positioned itself as one of the most innovative clubs in the French Ligue 1
- ESTAC increased fan engagement and created a community of highly engaged collectors of game-used items