Getty ImagesSpanish top-flight soccer outfit Real Sociedad are trialling the use of near-field communications (NFC) technology on fan’s jerseys as part of an upgrade to the club’s digital operations ahead of the 2020/21 season. The pilot, officially launched in January, forms part of a new strategy that allows supporters to redeem discounts for food and beverage purchases at the La Liga side’s Reale Arena stadium by scanning an on-shirt ‘smart tag’ via the club’s mobile app. The innovation is designed to open up new sponsorship opportunities by connecting fans with partner brands, via their user data stored on the club’s digital database. La Liga creates Chinese joint venture with Mediapro and Super SportsUp until La Liga was forced to suspend its current season on 12th March due to the coronavirus outbreak, around 760 people have accessorised their Real Sociedad shirts upon purchase, with the club planning to reboot the initiative when matches resume. Speaking during SportsPro’s Insider Series, Juan Iraola, Real Sociedad’s head of digital transformation and innovation, said: “The objective is to change, a little bit, the sponsorship model connected with the kit. Right now, we have to attract big brands to pay big money for TV audiences.
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