Fabacus teams with Mubadala Silicon Valley Classic Tennis Tournament

The Mubadala Silicon Valley Classic tennis tournament and Fabacus have partnered to launch digital activations using bespoke QR code technology that will see fans unlock gifts and offers at this week’s event.

The deal was brokered by the tournament organiser, IMG.

This year marks the 51st year of the Mubadala Silicon Valley Classic and its fourth year in San Jose. It began on 30 July and runs until 7 August.

The activation will be live for the entirety of the week-long tournament, with codes displayed on signage around the event ground for fans to scan and engage with for their chance to win rewards such as upgraded tickets, offers from food and beverage partners, as well as merchandise signed by the players.

“Our ongoing goal is to continuously elevate and enhance the fan experience on and off the tennis court,” commented Vickie Gunnarsson, IMG’s Mubadala Silicon Valley Classic tournament director. “Not only does Fabacus and their Xelacore Live technology help us achieve this, it also allows us to strengthen our increased collaboration with partners and vendors this year; from local sports clubs to tourism partners, food and drink vendors to social platform partnerships.

“This technology will allow us to offer unique and customisable experiences for all ages and both avid and casual tennis fans.”

Andrew Xeni, ceo and founder of Fabacus, added: “After an exciting summer of events with IMG, we are very excited to be kicking off this partnership with the Mubadala Silicon Valley Classic to further enhance the fan experience at this one-of-a-kind tennis tournament.

“While fuelling the tournament’s data-driven strategies, and providing them with deeper knowledge of their audience’s wants and needs, we are also broadening the possibility for brands, such as Mubadala and their partners and vendors across all sectors, to bring different verticals of their IP together for a seamless brand experience for audiences to enjoy. I hope this is the just the start of a long and successful relationship working with the Mubadala Silicon Valley Classic.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
Rainbow500x500
 
“What a night! And, after a truly challenging period, what a year," enthuses Simon Foulkes, md of Rainbow Productions....
Lyle500x500
 
WildBrain CPLG's corporate and lifestyle division has secured multi-territory rights for the British heritage brand....
Slime500x500
 
Launching from 1 January 2023 in the US, Canada and Latin America, the collection will aim to offer the 'ultimate' in sensory experiences....
Lightyear500x500
 
"We are extremely proud to add such a loved and respected brand to our magazine portfolio."...
NewDanGrant500x500
 
Danilo's Dan Grant on consumers and retailers valuing strong brands....
Robin500x500
 
Robin Dent will manage the day to day relationship with national accounts, while simultaneously focusing on their growth and expansion, aligning with Rubies 365 business plan....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.