Corona: Jersey Pay

Corona: Jersey Pay

The country’s largest stadium hosts the national football team and has been the site of legendary goals from international superstars. Unfortunately, it has a major pickpocketing problem.

“The country’s largest stadium hosts the national football team and has been the site of legendary goals from international superstars".
Vendor from Corona Jersey Pay

Mexico City’s Azteca Stadium (Estadio Azteca) is one of the jewels in the crown of the football-mad nation. The country’s largest stadium hosts the national football team and has been the site of legendary goals from international superstars. Unfortunately, it has a major pickpocketing problem.

As a result, football fans tend to leave phones and wallets at home when they go to a match, leaving them with no cashless way to pay for a mid-match pint. For Corona, this translates into a dramatic loss in sales at a huge consumption occasion. 

Fan with his Team Shirt

To solve this problem, Corona provided people with the opportunity to have waterproof NFC chips attached to the inside of football shirts. (NFC chips allow wireless communication between two electronic devices close to each other and facilitate contactless payments.) The chips were positioned behind team badges and acted as a digital wallet on match day – with vendors tapping their PoS terminal to the shirt to take payment for Corona beer.

Jersey Pay, created by VMLY&R Commerce Mexico, Mexico City, was piloted at a Mexican League match between Club America vs Juarez in April 2022, and then extended to other matches in the season. 

Team shirts could be taken to a Modelorama store (owned by Corona’s parent company, AB InBev) to get the tag inserted, while designated stalls within the various stadiums also offered the service.

Stadium visitors added credits to digital wallets on the Modelorama website.

Modelorama Branch

Results / 30,000 tags were installed, and sales volume in stadiums increased by 35%. Modelorama branches also saw a 25% increase in footfall.

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