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SCL Tigers
To conclude the celebrations of the 75th anniversary, the Swiss first division ice hockey team SCL Tigers partnered up with collectID to release a very limited run of smart jerseys that also commemorate the championship victory from 1976. The whole story, from jersey design to roll-out, was executed with great attention to detail, and through the partnership with collectID, fans were taken on a journey through Tigers’ history.

Release

2022

Solution

Create a unique fan experience 

Customer

BSC Young Boys

In 2021, the renowned Swiss ice hockey club SC Langnau Tigers turned 75. After a year full of activations to celebrate the astonishing anniversary, the Tigers wanted to finish on a high note, drawing back to the biggest success in the club’s history.

Thus, the 76th birthday was dedicated to commemorating the championship-winning season in 1976, and collectID was invited to the party.

But what is a party without the fans who have been carrying the club for decades? Exactly, so the goal was to include fans in joining the celebration. Together with collectID, the Tigers introduced a retro jersey, based on the original design from 1976.

The retro jersey was limited to 76 pieces which had all been equipped with the collectID technology. With just a simple tap on the jersey, fans could access original footage from the championship season through their smartphone and travel back in time.

In addition, the lucky owners received an exclusive video message from a former SCL player of the championship team that was only accessible via the smart jersey’s digital product passport. Not only did the implementation of collectID allow fans to dive deeper into the club’s history, which 38% of all owners did, but the Tigers also managed to sell the jersey with a 25% premium on the original sales price. 

To conclude the Tiger’s anniversary festivities, the team debuted the smart jersey in retro design during an NLA game against EHC Lugano, called “The Retro Game.” As a cherry on top, fans who missed out on the release of the 76 smart jerseys had another opportunity to get their hands on a retro jersey, this time game-worn!

The 35 jerseys that had been worn by the players during the retro game were then auctioned, with all proceeds going to the youth team, the Young Tigers. Not only did fans get a chance to get a signed jersey from their favorite player, but with collectID, the game-worn identity of the jersey was immutably stored on the blockchain, providing owners with proof of authenticity.

We want to thank the Langnau Tigers for inviting us to be part of this memorable experience and hope to celebrate more championship titles with the fans.

 

Challenge

Create a unique community experience

Benefits for fans::

  • Owners of the limited edition jersey have access to exclusive historical content that has never been published.
  • Owners were able to trace the history of the game-worn jersey and be assured that the jersey, including its signature, is authentic.
  • Owners of the smart jersey are now part of an exclusive communication channel that the club can use for personalized promotional offers and other exclusive news about the team.

Benefits for SCL Tigers::

  • The SCL Tigers have managed to promote the club’s 76th anniversary with unique storytelling around the biggest success in Tiger’s history.
  • SCL Tigers knows “who owns what” and can establish long-term relationships with its fans.
  • SCL Tigers could generate higher revenues from the sale of merchandise by using the collectID technology for premiumization.