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Mexican Soccer Fans Access, Share Team Content via Bluetooth Low Energy Solution

Club Necaxa, and the Estadio Victoria stadium where the team plays, are sharing content, as well as offering promotions and discounts from sponsors and local businesses, via a BLE-based solution from startup Be Free.
By Claire Swedberg
Tags: BLE, Retail

Inside the stadium, the app can provide information about the team, the players and, in the event of a goal, who scored it. If a phone is located in the low-cost seating area, a beacon could prompt that phone to open content about the availability of seat upgrades for that game or for future games. Information and coupons with regard to sponsoring businesses can be provided as well.

The second option for fans offers greater functionality. In this case, a visitor could choose to download the Be Free app on an Android or iOS device. The app would allow him or her to save information about coupons, loyalty points or the team playing at the stadium, and that data can then be shared. For instance, if a guest receives a coupon for a business located on or off the premises, he or she can forward that content to a contact via WhatsApp or Facebook Messaging.

If the recipient of that content opens the relevant link, the stadium, club or sponsor can view information indicating which phone accessed that data, along with its GPS location. The team or other related businesses can then employ that data to send focused advertising. For instance, if the team scores a goal, a fan can forward that information to a friend, along with a replay video. Upon opening that information, the friend could then be targeted as a team fan, and might receive coupons for a jersey.

By using beacon technology, Gonzalez Villa says, the app is able to identify who is in the stadium at any given time, and where, so that content can be better targeted to that user. The app can not only send promotions based on that individual's location—such as near the snack bar—but also use the time with that location to generate such offers as a discount during the last 15 minutes of a game.

Since the system was taken live for this soccer season, Lobo says, "We have received very positive feedback from our fans." He adds, "The simple fact is that a lot of people have taken the time to send us their comments, almost all of them congratulating us and thanking us for giving them the service that Be Free offers."

The team, the stadium and Be Free Solutions are still evaluating fan response. However, they have initially found that approximately 12 percent of those who come to the stadium download the app.

The team evaluated various technology solutions before selecting the Be Free beacon-based system, Lobo says. "There is a huge diversity of technologies in the market," he states. "Be Free is a company that makes it easy to use their technology platform on our premises—and, what is more important, they give verifiable, immediate results."

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