Phygital Jersey Celebrating Pekka Rinne’s Retirement

• Aim to create a life-long memory of Pekka Rinne
• The desire for a truly unique fan experience that offers the possibility for ongoing activation
• Authenticity guarantee of such a special edition jersey

The Nashville Predators created a memorable jersey embedded with the collectID technology that took the fan experience to a new level. Fans could scan the jersey with their smartphone and verify its authenticity and check which number of the limited edition they own. Once registered, fans unlocked access to exclusive and never-before-seen content, a personal message from Pekka Rinne himself, and unique memories of his last game. The special jersey came in an exclusive edition of only 500 pieces. The team built a direct relationship with an average of 22% of the buyers of this special jersey and gathered valuable first-party data about them.

• 28% of buyers scanned their jersey with their smartphone
• The sale price of the jersey increased by 40%
• The average fan scanned the jersey over ten times
• 50% of all registered users activated push notifications
• The conversion rate of push notifications was over 70%

• Authenticity Check: Fans can scan the jersey to verify its authenticity and unique number in the limited-edition collection.
• Exclusive Content: Fans gain access to personal messages and never-before-seen content from Pekka Rinne’s career (e.g. mic’d up videos from practice or video from the locker room), enhancing their connection with the club and the player.
• Metaverse Access: Owners of the jersey can wear it in the Metaverse and attend virtual events and games with it, creating a unique and immersive experience for the fan.

• Higher Jersey Value: The incorporation of collectID technology into their jerseys enabled the Predators to sell their merchandise at a 40% premium, thereby increasing the value of their jerseys.
• Direct Communication and Sales Channel: The Nashville Predators transformed their jersey into a direct communication and sales channel to their fans, with 22% of the fans allowing for targeted marketing and offers.
• Digital Sponsorship Activation: This phygital jersey opened the doors for digital sponsorship activation on a physical product. The Nashville Predators use the collectID technology to convince and upsell jersey patch sponsors.