A new tech start-up is using blockchain and NFTs to identify authentic football kits and clamp down on fakes.
New tech Identifies Legit Football kits
The counterfeit football market has probably existed for as long as the official market. Fake jerseys have come a long way from the days when they were instantly recognisable as duds, with many of them now almost identical to the authentic versions. Counterfeiters are carefully reproducing authenticity labels and paying close attention to detail, and although many people willingly buy fakes, there are still those who are fooled into thinking they're getting the real deal when that isn't the case.
CollectID is a company that has partnered with clubs like FC Zurich, Atlético Mineiro and Deportivo la Coruna to create special tags on their shirts that can be scanned, identifying them as authentic products. This is achieved through the use of blockchain and Internet of Things technology, as well as the incorporation of NFTs to promote and sell further products. There website explains the technology as follows:
Products get equipped with secure collectID NFC tags which provide a unique, secure message that changes with each interaction, which makes it impossible to duplicate the tag. This creates a dynamically encrypted and unique identity for each product. This identity is then assigned to its owner, tokenized, and stored on the blockchain. Thanks to the immutability of the blockchain, the collectID ecosystem is a truly tamper-proof solution that removes the financial incentives and scalability of selling counterfeit products.
Aside from verification purposes, CollectID serves another function:
Brands can place their messages directly on the product and increase customer engagement by extending the shopping experience. For the first time in history, brands earn money from secondary trading. Additionally, they receive detailed data and analytics about resale markets and their customers. In other words, brands turn their products into a communication and sales channel, all while guaranteeing the authenticity of their products.
This Deportivo shirt used CollectID technology.
It's quite clear from reading the copy on their website (and watching the video below) that the primary aim of this technology is to extract as much money from supporters as possible, rather than offering them protection against counterfeit goods. Separating real shirts from fakes is a useful capability, but the incorporation of NFTs into the project isn't the most encouraging sign.
What do you make of this technology from CollectID? Would you be happy if your club partnered with them to include the technology in their kits? Let us know in the comments.