The team set out to find what kind of technology they could use to bring the idea to life and found the solution in an RFID card, a remote data storage and retrieval system. It is similar to a sticker that can be attached to or attached to a product, but it contains antennas that allow it to receive and respond to radio frequency requests.
Santiago Cortés, CEO of VMLY&R Commerce, remembers that the first challenge was dealing with technology, thinking that in football stadiums there is no Wi-Fi with the necessary capacity to be able to have a high level of transactions in real time.
The second was to apply this technology to a T-shirt that could be washed and ironed, without compromising the durability of the tag or label and also successfully maintaining contact with transactional devices in order to make electronic payments.
“At first, the payment device took about two minutes to make the connection and get the ticket. But the incredible thing about this initiative is that we were able to solve it and that the idea remained faithful to the end”, says Lombardi.
After countless tests and alliances with four suppliers, the agency and the brand managed to make the shirt waterproof, that the RFID card would be fixed behind the soccer team’s crest and that it would be protected by an extra rubber cover.
The first test of this innovation consisted of 30,000 Jersey Pay that were launched on the market and distributed through modelrama for Club América fans to use at the Estadio Azteca.
This decision responds to the fact that Corona is the main sponsor of this team, but the objective is that in the following phases, Jersey Pay will reach other clubs and promotional platforms such as the Crown Capital and the Soccer World Cup. Also that the user can use the technology not only to buy beer, but food and souvenirs in the events.
For Alejandro Gershberg, Marketing Director, Consumer Connections Mexico at Grupo Modelo, the value of Jersey Pay lies in its future projection and scalability, and although he did not reveal whether this technology will already be seen at this year’s Corona Capital or at the World Cup Qatar will be present at the 2026 World Cup, in which Mexico will be one of the venues.
“Jersey Pay is a pilot that will allow us to take this technology and this experience to many more places. Knowing that we will receive the World Cup in 2026, we want to guarantee that all the people who come to enjoy football in this house have the best technology to receive their products without having to carry cash and putting their security at risk”, he mentions.
In his opinion, this initiative has two benefits. The first is that in the jersey that accompanies them to all matches, the person has the wallet to pay for their product and, on the other hand, solves several problems such as charging cash or credit or debit cards, which the delivery person does not accept. card or no change.
“It becomes a dynamic where, thinking about the consumer and the experience they live by going to an event, we can offer something that connects the passion and love for their favorite teams with an ease of purchasing the product that accompanies them at that time. of enjoyment”, says the manager.
Fabio Baracho, VP of Marketing at Grupo Modelo, assures that the group has learned a lot from the innovations. Most don’t work well, he admits. But those that are consolidated become great successes and contribute to the growth of the company.
“The area to risk is innovation, not only in product but also in technological matters. Jersey Pay has something very interesting, when one manages to find a relevant insight, something that really is a problem for people and the brand sets out to solve that problem with what is part of its purpose, the formula is efficient”, he concludes.