Leveraging Mastercard´s sponsorship of the UCL, Kit Beats is a brand activation that demonstrated the power of technology in connecting people.
For decades, it has been a tradition in European football for children to escort the players onto the pitch before the start of the game — a thrilling opportunity for these young fans to be close to their idols.
Using pulse tracking technology placed inside the kids’ jerseys and a paired device for the parents, they could both feel the excitement of walking into a roaring stadium, connecting them to the moment in an unprecedented way.
— Hear Monserrat speak more about this amazing tech
I would say that the first ah-ha moment was when the agency presented three concepts that, for us, were music to our ears. Which were technology, family and football — and all together in an idea. The second, I would say, was when we first tested the technology. It was like feeling goosebumps. And then, obviously, when we tested it with them — a mother and her kid. So those three were their ah-ha moments that made us feel that we were in the correct road path.
The jerseys became part of the official mascot kit for the 2019 UCL season, used at all Spanish matches. The program was such an overwhelming success, these kits were used from 2021 onwards for all European matches.
Mastercard´s long-term vision is not that of a financial services company, but a technology company. Through initiatives like this, we were able to demonstrate how tech has the power to truly connect people.
The inspirational story of Kit Beats spread organically online and through traditional news media, cementing this perception in a groundbreaking, attention-grabbing way.