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.”