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Benetton Rugby
The Club
Benetton Rugby, founded in 1932 in Treviso, Italy, is one of the most prominent rugby clubs in the country. Originally formed as a local team, it became a powerhouse in Italian rugby after being sponsored by the Benetton family in 1979. The club has won 15 Italian National Championships and multiple Coppa Italia titles, establishing itself as a dominant force in domestic competitions.
Benetton Rugby is also one of Italy's representatives in international leagues, having joined the Pro14 (now United Rugby Championship) in 2010. Over the years, they’ve made significant strides in this highly competitive tournament, including a standout performance in 2019 when they reached the playoffs for the first time. Known for its passionate fanbase and strong rugby tradition, Benetton Rugby has contributed many players to the Italian national team, playing a vital role in the sport's development in Italy.
The quest of better fan engagement
The club boasts a broad and well-structured digital presence, featuring an interactive and detailed website, along with a section called BEN TV dedicated to video content. In the members-only area, fans have access to exclusive promotions as well as a comprehensive loyalty system.
Recently, the club has expressed its desire to add a new touchpoint within its fan engagement strategy, both to enhance the value of its merchandise and to facilitate access to digital content relevant to fans who have purchased the jersey. This new initiative aligns with the global trend of incorporating “phygital” (physical + digital) experiences, enabling fans to interact with both the physical and digital worlds seamlessly. By introducing this new touchpoint, Benetton Rugby aims to strengthen its connection with supporters, offering more immersive and rewarding experiences.
The new 2024/2025 jersey
For the 2024/2025 season, Benetton Rugby will take the field with a new home jersey designed by Erreà, reinforcing a historic and well-established multi-year partnership. This new kit is not just a visual representation of the team but a true tribute to the closeness and passion of the fans. In fact, the white part of the jersey features tone-on-tone depictions of the club’s supporters, symbolizing their constant support.
The new jersey, featuring an integrated NFC tag powered by the Abilitya Phygital Platform, will provide a cutting-edge and immersive digital experience. It will bring fans closer to the action than ever before, serving as a gateway to exclusive experiences before, during, and after the match.
This project is part of a broader digital strategy aimed at providing fans with total immersion in the club’s universe, making them feel even closer to their beloved team while offering exclusive promotions.
