On January 5, 2020, Italy-based football club Florentina announced that its partnership deal with Genuino, a decentralized accreditation protocol completely powered by IOTA Tangle distributed ledger tech, has now materialized, and the football club will start using blockchain to fight counterfeit jersey.
Florentina said it is adopting the blockchain technology to increase transparency, level of trust, brand-consumer relationships as well as the authenticity of data captured.
Being the first time a football club would be using blockchain to accredit jersey, Florentina mentioned that it has been testing the technology since last month.
During the ACF Florentina – FC Internazionale match and ACF Florentina – AS Roma match played on December 15 and 20 respectively, players’ jerseys were certified by Genuino with a unique chip tied to each for authentication.
Florentina said it would be launching the blockchain-backed jersey at the Consumer Electronics Show (CES) in Las Vegas this month, and afterward, the shirts would be made available to fans and supporters through charity auction.
The General Manager at ACF Florentina, Giuseppe Barone said the partnership is part of the football club’s plan in preparing for the future.
“Genuino’s solution, offering a product and a service extremely innovative, will allow the tracing of the jersey’s life key moments, creating a digital copy of the physical jersey, to allow us certify and authenticate the same, but also to help us fight to counterfeit and to involve our supporters through innovative products and activations, all over the world”.
Founded in 2018, the Italian start-up leveraged hardware IoT sensors that are identified by crypto-tags unambiguously. The crypto-tags are integrated into sensors that execute a script on IOTA tangle.
CEO of Genuino, Eleonora Mulas, said the company was delighted to have signed such a prolific partnership. He said he was pleased to have presented the project in front of Las Vegas CES guests.
“Building together with ACF Fiorentina such a prototype, unique in its kind, that uses and integrate extremely innovative technologies such as IoT, decentralized applications, smart sensors, artificial intelligence and smart contracts, and that at the same time will allow us to collect funds to help Meyer’s Hospital children, and at the same time to be on the frontline in the sport business innovation, is a great pride for our company.”
In the past, top football clubs have adopted blockchain technology for one use or the other. While the shirt accreditation is the first attempt for football clubs, Bayern München has partnered Stryking to offer the world blockchain-based digital collectibles.
The likes of Atletico Madrid, Paris Saint-Germain, Roma, and West Ham are partners of Chiliz.
Also, Premier League football club Watford signed a strategic deal with betting platform Sportsbet.io to showcase Bitcoin logo on its players’ jersey.