First, read Chapter 10: Moving the Merchandise.
Then, read the article, "NFLPA Plans to Use Blockchain to Combat Memorabilia Fraud."
Days before the 2019 Super Bowl, U.S. Border security obtained over $24 million in illegal Super Bowl merchandise.
- How does the NFL hope to use blockchain technology to fight against the loss of merchandise sales?
- What are the fundamental motives that drive fans to buy team-related merchandise? How might fraudulent gear flooding the marketplace affect these motives?
- How do counterfeits affect brand equity?
- What can teams do to increase impulse buying in the stadium so that they a) move the merchandise and b) keep fans from grabbing a counterfeit jersey on their way to their car?