To celebrate ten seasons of the 49ers in the Levi’s Stadium, the home iron-on patch makes use of AD TexTrace Heat Seal LoG to embed an NFC chip. When tapped with a smartphone, consumers can access a “Thank You, Season Ticket Holders” video message from general manager John Lynch and ten seasons’ worth of football highlights.
Patches are delivered to all season ticket holders via annual start-of-season gift boxes. It is hoped to bring brands, teams, and leagues closer to embracing digitally enabled garments as a method of fan engagement.
Steve Mason, vice president and general manager Embelex, Avery Dennison, commented: “Fan engagement opportunities are at the core of any professional sports team. Avery Dennison prides itself on our Digital Solutions which connect the physical Embelex product with our digital capabilities.
“In a competitive landscape such as professional sports we anticipate further adoption of these 1-to-1 fan engagements and new lines of communication to open. Possibilities are endless.”
“This effort is a prime example of partner cross-collaboration,” continued Kevin Hilton, vice president of Corporate Partnerships at the San Francisco 49ers. “We’re grateful to Avery Dennison for their proactive offer of NFC technology to Levi’s, and thrilled that all sides came together to create this commemorative patch as a way to thank season ticket holders in a distinctive, relevant way.”
“The annual Season Ticket Member gift is an important way we show our appreciation to our most loyal fans,” added chief marketing officer Alex Chang. “For this season’s gift, we are proud to partner with Avery Dennison and Levi’s to provide an exclusive and highly engaging experience leveraging Avery Dennison’s Embelex solutions.”
Integrated RFID products company TexTrace was acquired by Avery Dennison Smartrac early last year. Since then, Avery Dennison has worked with The R Collective to supply QR code labels for brand transparency in its REVIVAL project fashion garments.
The company has also joined forces with Amazon to build upon Just Walk Out, a checkout-free, computer vision shopping solution utilizing RFID technology for sports merchandise, clothing, and other softlines.
In another step forward for NFC, Toppan has developed a tag equipped with a capacitive sensing function, with which consumers can use their smartphones to detect the level of liquid remaining in a container – even if the product is not visible the outside.
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