Fans can scan their sleeve at stadium stores to get discounts on merchandise and refreshments.
The National Hockey League team Tampa Bay Lightning introduced exclusive jerseys for season ticket holders, which featured radio frequency (RF) chips installed in the sleeves. These enabled the wearer to receive exclusive discounts on refreshments and team merchandise at the stadium stores. They have prompted an increase in season ticket sales from 6,000 last year to 11,000 this year, and home games see the stadium filled with around 70% Lightning jerseys.
Season ticket holders are rewarded with the exclusive jersey, enabling them to receive a 25% discount on food and beverages and 35% all merchandis. The discounts are delivered when the chip is scanned by the RF reader at the checkout. Each chip also has a unique ID, which allows the team to track who buys what and analyze the most effective future deals and promotions.
The exclusive new jerseys also feature a patch identifying the wearer as a “Season Ticket Member” and the most loyal fans have the option to personalize the backs of their jerseys with custom names and numbers. More perks are due to be rolled out each year and next up is “stored value”, which will enable fans who don’t want to take cash to the game to pay for items using the RF chip.