Imagine this: it’s late in the evening, you’re working on next season or your next collection. Things are going well, but deep down you know one thing: A jersey is sold once – and that’s it. The revenue stops the moment it leaves the shop.
The problem is clear: sponsors expect more activation, fans expect more experience, management expects more innovation. And somewhere between all of that you ask yourself:
How can a single product create more value than just being sold?
Connected jerseys give you a very clear answer. Not as a gimmick, but as the next logical step in how brands and clubs generate value.
Why traditional merchandising has reached its limits
For years, merchandise followed a simple logic: produce → sell → done.
But clubs and brands face the same challenges today:
- One-off revenue isn’t enough anymore: launches get more expensive, cycles get shorter, margins get tighter. And the sale isn’t the start of a relationship – it usually ends it.
- Sponsors expect more than visibility: a logo on the chest still matters, but partnerships today are built on activation, personalisation and measurable ROI.
- And the biggest loss is silent: Once a jersey is sold through retail, your data disappears. No follow-up. No customer contact. No insights.
A premium product – but without any digital connection to the club.
These three factors slow down growth. And they hit exactly those who should be leading the way: strong, ambitious clubs.
What happens when a jersey becomes a digital touchpoint?
Now flip the picture: a fan buys a jersey, taps or scans it, and immediately a branded experience opens – stories, interactions, benefits. No app needed, no detour.
It works because QR or NFC technology can be integrated directly into the branding – for example into the club logo, sponsor logo or authentic labels. No extra tags. No production change. No added effort.
The technology is simply embedded into the heat transfer.
(That’s exactly what smart transfers like 3D MOULDED SILICONE | NFC or 3D SILICONE | MULTILEVEL CARVED enable.)
And it fundamentally changes how value is created:
- The jersey stops being the end point – and becomes the starting point.
- It becomes a data source.
- A sales channel.
- A sponsorship platform.
- A retention tool.
- And through Digital Product Passport integration, also a compliance solution.
A physical product becomes a digital infrastructure – visibly worn, invisibly connected.
The shift: merchandise used to be product sales — now it’s a data engine
The key shift is invisible: the first sale is no longer the finish line. It’s the beginning.
Connected jerseys can deliver real-time insights:
- purchasing behaviour (which collections perform?)
- regional insights (where is demand emerging?)
- activation data (which sponsor truly engages fans?)
- product feedback (wear & care, repair, sustainability)
Every interaction creates value – for the club, the fan and the sponsor. And the data belongs to you.
New business models that become possible
#1 Fan subscriptions directly through the jersey: One scan can unlock:
- behind-the-scenes content
- early access
- discounts
- member-only benefits
The jersey becomes a membership card – and a source of recurring revenue.
#2 Digital collectibles and limited editions: With serialised or NFC-enabled logos, clubs can create:
- limited drops
- digital twins
- tamper-proof editions
- collectible series
Fans get exclusivity. Clubs get new revenue windows.
#3 Sponsor activations with measurable value: A sponsor logo doesn’t just sit there – it interacts:
- scan & win
- exclusive content
- local partner offers
- matchday promotions
Sponsorship shifts from reach to engagement.
#4 Automated after-sales revenue: A smart trigger after purchase can open:
- cross-selling
- personalisation
- accessories
- care or repair information
- invitations to club actions
The customer journey doesn’t end at checkout – it begins there.
#5 Digital Product Passport – compliance as a competitive edge: From 2027, the DPP becomes mandatory in the EU. With integrated QR or NFC transfers, the DPP becomes directly accessible on the product:
- materials
- CO₂ data
- care
- repair
No additional labels. No new processes. A more sustainable brand experience and a strong advantage in every audit.
Sponsorship becomes an interactive ecosystem
Connected jerseys shift sponsorship across three dimensions:
- Visibility becomes activatable: a static logo becomes a touchpoint.
- Reach becomes measurable: sponsors receive real user data instead of estimates.
- Campaigns become ongoing dialogues: pre-season leads, mid-season activations, post-season retention – all through the same physical product.
The result: sponsorship becomes more valuable, more transparent and more attractive.
How to get started – without risk and without complex IT
Many believe connected jerseys require a massive tech project.
In reality, it’s much simpler:
- Define the experience: What moment should a fan have? It always starts with the story – not the technology.
- Integrate the tech into the branding: smart transfers are applied like normal heat transfers.
- Use a scalable platform: tools like the r-pac CNCT platform manage IDs, updates and authenticity.
- Start with a single collection: one home jersey, one sponsor, one digital moment – enough to prove impact.
Become DPP-ready: smart transfers enable both digital engagement and future regulatory compliance.
FAQ: Connected Jerseys – the key questions for decision-makers
What does the integration of NFC or QR cost? It depends on the transfer type, the use case (e.g. serialisation, engagement, DPP) and the production volume. What matters most is the economic effect: connected jerseys unlock new revenue models, measurable sponsorship value and direct fan access – far beyond traditional merchandise.
How secure is the data? The data belongs to the brand or club. Platforms like r-pac CNCT manage IDs, content and analytics centrally and in line with GDPR. No app required – only interaction data from the product.
Is the technology compatible with existing production? Yes. Smart transfers are processed exactly like normal heat transfers. No new machines, no extra training, no process changes.
What role does the DPP play? From 2027, the DPP is mandatory in the EU. Connected jerseys integrate DPP access directly into the branding – making compliance easier and increasing transparency for fans and consumers.
What new sponsorship opportunities arise? Sponsors can deliver digital experiences directly through the jersey: giveaways, exclusive content, local deals or match-related actions. Engagement is recorded in real time.
What’s the best way to start? A pilot: one jersey, one clear use case, one KPI. The learnings scale effortlessly.
Do you offer connected jerseys, labeling, platform and DPP solutions from one source? Yes. As part of the r-pac Group, we deliver the full stack – smart transfers, labeling, packaging, serialisation and CNCT platform. A seamless solution from production to digital activation.
One final question
Look at your next season, your next collection or your next sponsorship negotiation:
How much value are you leaving on the table because your jersey goes silent after the sale?
And how would your business change if every jersey started a relationship instead of ending one? Connected jerseys deliver real usage insights for the first time. Every scan creates a signal: when and where the product is used – anonymous, GDPR-compliant and in real time.
These insights help you:
- understand fan behaviour,
- optimise marketing content,
- and improve production and inventory decisions.
You get a data-driven workflow that connects physical products with digital processes – measurable, manageable, scalable.
Conclusion
Connected jerseys shift the focus: from a one-off sale to recurring revenue models, measurable sponsorship value and direct fan relationships.
Early adopters win:
- more monetisation
- more control
- stronger brand value
- more long-term security
For your club, that means: consistent brand management, sustainable compliance and a clear innovation edge. And above all: smoother processes, reliable activation planning and stronger sponsor negotiations.
For your fans, it means: a jersey that’s no longer just a product – but a platform.
👉 Download our Connected Jersey Guide or talk to us about your pilot project.
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