NFL to use new technology to combat fake merch & retain brand prestige

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.

  1. How does the NFL hope to use blockchain technology to fight against the loss of merchandise sales?
  2. What are the fundamental motives that drive fans to buy team-related merchandise? How might fraudulent gear flooding the marketplace affect these motives?
  3. How do counterfeits affect brand equity?
  4. 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?

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