Jets’ New Partnership Can Help Elevate Brand Loyalty

The New York Jets recently announced a new multi-year partnership with IdentoGO by IDEMIA, the country’s preeminent identity-related service provider and exclusive provider of TSA Pre✓®. The agreement marks IdentoGO’s first NFL partnership and first exclusive sponsorship in professional sports. The deal makes IdentoGO the Official Identity Security and Biometrics Partner of the New York Jets.

Loyalty360 talked to a pair of executives with the Jets−Jeff Fernandez, vice president, corporate partners & new business ventures, and Seth Rabinowitz, senior vice president, marketing & fan engagement−to learn more about this unique partnership.

What are your goals for this partnership with IdentoGO by IDEMIA from a customer/fan engagement/experience perspective?

Our goals for this partnership with IdentoGO by IDEMIA are three-fold. First, we’d like to broaden the brand message of, and enrollment in, TSA Pre✓ ® and its expedited security screening process at airports for all consumers. 

We have begun that process already by providing the opportunity for all Jets game attendees to conveniently enroll for TSA Pre✓ ® on the spot at MetLife Stadium. Next, we hope to deliver additive value to Jets fans through the activation and benefits of this partnership that will enhance their connection to the club.  And lastly, we plan to pilot programs in the areas of access control, security, and point of sale (POS) that would allow us to maintain our position as technology leaders in the sports industry.  

How will this partnership enhance fan loyalty?

We plan to tap into the expertise of the forward-thinking team at IDEMIA to look at pain points we have at all of our events and see how their technology could help us improve them. A focus is constantly placed on convenience and speed for all consumer-facing programs. IdentoGO by IDEMIA is also the Presenting Partner of our newly established Jets Fan Hall of Fame, which will honor its inaugural class of inductees later this year. Our quest to recognize these loyal Jets “Super Fans” will be amplified by our ability to now offer targeted perks and other prizes more immediately due to all the data we have been able to compile on the Jets fans base.

What does it mean to be the first NFL team to partner with IdentoGO by IDEMIA?

Being the first NFL team to partner with IdentoGO by IDEMIA is certainly an honor as we consider them best-in-class in the security and biometrics field. More importantly, being able to investigate technologies like iris scan, facial recognition and pre-clearance zip lanes might also enable us to establish new standards not only at our facilities but also throughout the sports world as a whole.

How has technology informed your strategic decisions for fan engagement/fan experience?

Our goal is to be present with our fans wherever and whenever they want to engage with us, so over the past decade-plus, this has increasingly meant investing in and programming for new technology platforms. 

First with a desktop Internet presence, then mobile web, then social media, then a team app, and now in virtual reality and augmented reality, we are always trying to stay current with where fans want to connect with and experience the Jets brand. We have also made technology access a key priority at MetLife Stadium. We have one of the most powerful Wi-Fi networks in the world, which can host tens of thousands of simultaneous connections. Additionally, we have leveraged the NFL’s Next-Gen Stats program to provide new ways for our fans to understand the sport of football and our team’s performance and built a proprietary videoboard template called PilotVision to provide a tablet-like information experience for fans, but on a 4,000-square foot video board.

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