TSG 1899 Hoffenheim
Benefits for the Brand and Fans
Behind-the-scenes content
Direct-to-fan-channel
First-Party Data & Improved Monetization
Increased ROI
54% price increase compared to regular scarves- The scarf sold 2.4 times faster than a standard scarf, demonstrating its unique appeal
- A significant portion of buyers voluntarily shared their contact information, creating opportunities for future engagement.
Client: TSG 1899 Hoffenheim
Industry: Sports
Fans wear a piece of club history around their necks
When TSG Hoffenheim set out to commemorate their 125th anniversary, they knew they needed something extraordinary to honor their rich history and loyal fans. Enter the “Erster TSG-Schal,” a limited-edition fan scarf that combines the tradition of physical merchandise with the excitement of digital experiences powered by cutting-edge NFC technology.
challenge
Celebrating Achievements & Increasing Fan Engagement
TSG Hoffenheim wanted a product that would resonate with fans emotionally, offer exclusive digital content, and provide measurable value to the club.
Solution
A Scarf that Memorizes Achievements & Legends
TSG Hoffenheim partnered with ZATAP to create the “Erster TSG-Schal”, the club’s first phygital fan scarf, celebrating their 125th anniversary. Equipped with an embedded NFC tag, the scarf gives fans exclusive access to anniversary content, behind-the-scenes insights, and interviews with players and legends. It’s more than a scarf—it’s an immersive journey through the club’s rich history.
Results
81% of Buyers Interacted with their Scarf
The innovative “Erster TSG-Schal” exceeded all expectations, achieving a 54% price premium while selling 2.4 times faster than standard scarves. With an impressive 81.3% interaction rate and users tapping the NFC chip 3.1 times on average, fan engagement reached new heights. Additionally, 74.1% of buyers subscribed to email updates, showcasing the product’s ability to strengthen fan loyalty and drive future connections.
“The ‘Erster TSG-Schal’ was not just a scarf; it was a celebration of our history and a bridge to our fans. The overwhelming engagement and sales results speak to its success. We’re thrilled to have set a new benchmark for fan merchandise with ZATAP technology and are already thinking about possible further worth and innovative projects.”
Sarah Weber
Managerin E-Commerce-Marketing, TSG 1899 Hoffenheim
Solutions Used in this Story
Product-Based Storytelling
Telling a story, storing memories, or using the phygital product in a video game. ZATAP allows brands to engage their customers directly through their products.
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